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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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    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).
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    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. 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).
    10. 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.
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    12. 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.
    13. 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.
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