Understanding the Do-It-Yourself Consumer: DIY Motivations and Outcomes
Document Type
Article
Publication Date
12-1-2011
School
Marketing
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.
Publication Title
AMS Review
Volume
1
First Page
154
Last Page
170
Recommended Citation
Wolf, M.,
McQuitty, S.
(2011). Understanding the Do-It-Yourself Consumer: DIY Motivations and Outcomes. AMS Review, 1, 154-170.
Available at: https://aquila.usm.edu/fac_pubs/21509