Circumventing Traditional Markets: An Empirical Study of the Marketplace Motivations and Outcomes of Consumers' Do-It-Yourself Behaviors

Abstract

Do-it-yourself (DIY) behaviors encompass a broad spectrum of activities such as home remodeling, automobile repair, gardening, and consumption-directed projects such as handcrafting furniture. DIYers who produce their own goods and services extend the traditional view of consumers as the buyers and users of products. The DIY market has grown considerably, yet little is known about the motivations underlying consumers' DIY behaviors and the outcome values derived. Results from an empirical study show that DIYers are motivated not only by economic benefits but also by the lack of product availability. The study finds that consumers derive several outcome values from DIY activities that are mediated by their perceptions of project success. Implications deriving from these findings are discussed along with directions for future research.