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The Customer Rules and Other e-Shopping Myths

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Self-Service in the Internet Age

Part of the book series: Computer Supported Cooperative Work ((CSCW))

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Abstract

This chapter discusses self-service and the Internet in the context of two studies, based in the UK, and undertaken during 1998–2005. They are united by a common framework of critically analysing discourses of e-shopping in the ‘digital age ’. Firstly, myths surrounding e-shopping are deconstructed with a view to analysing the ‘sovereign consumer ’ and the e-shopping experience. The second study considers home e-shopping in the UK. In an atmosphere where we are urged to engage with ICTs (information communication technologies) in all spheres of our lives, the domestication of ICTs necessitates consideration of the gendered family in gendered households. In conclusion, we argue those self-service aspects of e-shopping are not signs of empowerment and self-determination . The notion of the sovereign consumer exercising power and control globally is an enduring myth.

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Notes

  1. 1.

    Loan sharks are people who offer loans to be repaid at excessive rates of interest. In the UK they often call ‘door-to-door’ offering loans to be repaid on a weekly basis.

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  1. The Business School, Manchester Metropolitan University, Manchester M15 6BH, UK

    Rachel McLean

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  1. Rachel McLean
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  2. Helen Richardson
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Correspondence to Rachel McLean .

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    McLean, R., Richardson, H. (2009). The Customer Rules and Other e-Shopping Myths. In: Sudweeks, F., Romm Livermore, C., Oliver, D. (eds) Self-Service in the Internet Age. Computer Supported Cooperative Work. Springer, London. https://doi.org/10.1007/978-1-84800-207-4_9

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    • DOI: https://doi.org/10.1007/978-1-84800-207-4_9

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    • Print ISBN: 978-1-84800-206-7

    • Online ISBN: 978-1-84800-207-4

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