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

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Authors
Dhage, Siddhesh
Issue Date
2020
Degree
Master of Business Administration
Publisher
Dublin Business School
Rights
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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.