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Understanding the do-it-yourself consumer: DIY motivations and outcomes

Author

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  • Marco Wolf

    (University of Southern Mississippi)

  • Shaun McQuitty

    (Athabasca University)

Abstract

Do-it-yourself (DIY) is an increasingly popular consumer behavior, but little is known about this large consumer segment. We undertake a depth interview study and review diverse literatures to develop a conceptual model of DIY behavior that explores the reasons why consumers DIY and the benefits they receive. The purpose of the model is to improve our understanding of a consumer segment that, in many ways, behaves differently from typical consumers. Research propositions are derived and discussions of implications and ideas for future research follow.

Suggested Citation

  • Marco Wolf & Shaun McQuitty, 2011. "Understanding the do-it-yourself consumer: DIY motivations and outcomes," AMS Review, Springer;Academy of Marketing Science, vol. 1(3), pages 154-170, December.
    • Handle: RePEc:spr:amsrev:v:1:y:2011:i:3:d:10.1007_s13162-011-0021-2
    DOI: 10.1007/s13162-011-0021-2
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    Cited by:

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    2. Mulhuijzen, Max & de Jong, Jeroen P.J., 2023. "The rich or the poor? Personal resources, do-it-yourself, and innovation in the household sector," Research Policy, Elsevier, vol. 52(3).
    3. Emini Adelina & Merovci Safet, 2021. "Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country," Business Systems Research, Sciendo, vol. 12(2), pages 1-16, December.
    4. Swoboda, Bernhard & Weindel, Julia & Hälsig, Frank, 2016. "Predictors and effects of retail brand equity – A cross-sectoral analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 265-276.
    5. Ann Futterman Collier & Heidi A. Wayment, 2018. "Psychological Benefits of the “Maker” or Do-It-Yourself Movement in Young Adults: A Pathway Towards Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 19(4), pages 1217-1239, April.
    6. Fabrice Larceneux & Thomas Lefebvre, 2016. "The " Bad Deal " Illusion," Post-Print halshs-01671084, HAL.
    7. Qiu, Yixin & Bouncken, Ricarda B. & Arndt, Félix & Ng, Wilson, 2023. "Microfoundations and dynamics of do-it-yourself ecosystems," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    8. Louise Møller Haase & Line Sand Lythje, 2022. "User Strategies for Prolonging Product Lifetimes: A New Starting Point for Circular Conceptual Design," Sustainability, MDPI, vol. 14(22), pages 1-18, November.
    9. Coker, Kesha K. & Zeiss, Jessica G. & Albinsson, Pia A., 2024. "The consumer on stage: Toward a typology of improvisation in consumption contexts," Journal of Business Research, Elsevier, vol. 170(C).
    10. Ng, Wilson & Arndt, Félix & Huang, Tori Y., 2020. "Do-It-yourself laboratories as integration-based ecosystems✰," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    11. Septianto, Felix, 2021. "Every ending is a new beginning: Poignancy increases consumer preferences for self-made products," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 732-748.
    12. Rodriguez, Virginie & Sangle-Ferriere, Marion, 2023. "Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    13. Anna Dewalska-Opitek & Magdalena Hofman-Kohlmeyer, 2021. "Players as Prosumers - How Customer Engagement in Game Modding May Benefit Computer Game Market," Central European Business Review, Prague University of Economics and Business, vol. 2021(1), pages 77-97.
    14. Stuart Read & Stefan Michel & Jan H. Schumann & Kumar Rakesh Ranjan, 2019. "Pricing co-created value: an integrative framework and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 155-183, December.
    15. Anastasia Griva & Cleopatra Bardaki & Katerina Pramatari & Georgios Doukidis, 2022. "Factors Affecting Customer Analytics: Evidence from Three Retail Cases," Information Systems Frontiers, Springer, vol. 24(2), pages 493-516, April.
    16. Muhammad Ilyas & Arif ud din & Muhammad Haleem & Irshad Ahmad, 2023. "Digital entrepreneurial acceptance: an examination of technology acceptance model and do-it-yourself behavior," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-19, December.
    17. Ebbing, Tobias & Lüthje, Christian, 2021. "Pricing decisions of consumer innovators," Research Policy, Elsevier, vol. 50(8).
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