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

Marco Wolf () and Shaun McQuitty ()
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Marco Wolf: University of Southern Mississippi
Shaun McQuitty: Athabasca University

AMS Review, 2011, vol. 1, issue 3, No 7, 154-170

Abstract: 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.

Keywords: Do-it-yourself (DIY); Consumer behavior; Motivations; Outcomes; Prosumption (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (19)

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DOI: 10.1007/s13162-011-0021-2

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