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    An exploratory study on a consumer centric approach to 3D printing for SMEs

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    mba_dhage_s_2020.pdf (1.133Mb)
    Author
    Dhage, Siddhesh
    Date
    2020
    Degree
    Master of Business Administration
    URI
    https://esource.dbs.ie/handle/10788/4126
    Publisher
    Dublin Business School
    Rights holder
    http://esource.dbs.ie/copyright
    Rights
    Items in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.
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    Abstract
    This study primarily explores the consumer perception and readiness to embrace the 3D Printing technology. To measure consumer’s technology readiness and perception the empirical studies on Technology Readiness and Technology Acceptance Model were applied in succession. The study is cross sectional and inductive in its research design, and pursues a grounded theory strategy. An online mixed-method survey was shared with the research participants and gathered data from 204 general consumers segment. The data findings reported that majority of the participants are aware of and show intentions to embrace 3D Printing but have rather less 3D Printing perception and readiness. Secondarily, the study discusses the implications of consumer behaviour to portray business insights to aid SMEs pursue 3D Printing technology. Finally, this study concludes that there is tremendous potential to deliver value to consumer segment in 3D Printing if the gap between consumer readiness and perception can be mitigated.
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