Assessing the Impact of Product Customization and Consumer Involvement on 3D Printing Adoption and the Business Model Concept: An Online Survey of Global Consumers

Karicia Quiroz

Student thesis: Master thesis

Abstract

This thesis reviews the emerging 3D printing technology, which would allow consumers to customize any product to their requirements, once the technology is readily accessible to consumers. As consumers take further ownership of production, this could pose a challenge to consumer products manufacturers in capturing value from consumers. Hence, to take advantage of this future technology and monetize it, companies would need to determine i) the factors that could drive consumers to adopt the technology, and ii) the preferences that consumers would value most in a 3D printing offering to set up a business model concept. The research design is a 2x3 experiment (six conditions) where two factors (product customization and consumer involvement) are assessed on behavioral intention to adopt the 3D printing technology and the structure of the business model concept. In the technology adoption results, consumer intention rises with increased involvement in the 3D printing process, and in printing a customized product. In the business model concept, potential consumers of the technology prefer to engage with the product manufacturer or a 3D printing company, use online channels for their interactions, learn 3D printing processes through online tutorials, and receive all their products and services bundled from one provider. Furthermore, the condition with the highest perceived value from consumers is the standard product, co-creator involvement scenario.

EducationsMSc in Business, Language and Culture - Diversity and Change Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2017
Number of pages77
SupervisorsSudhanshu Rai