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.
