3D-printed jewelry : a new era for online jewelry customization

: exploring consumer perceptions, consumption drivers and barriers for the portuguese online market

Abstract

The jewelry industry has been forever re-shaped by the introduction of 3D printing technology. When compared to the centuries-old production methods still in use, 3D printing allows the creation of previously "impossible" designs, fully customized and at a fraction of the cost and time. Driven by the international growth of this business and the increasing trend for online purchases among Portuguese consumers, this research aims to determine their perceptions of this disruptive product, as well as the drivers and barriers for its adoption/purchase. Following a thorough review of the literature, this study has adopted the Technology Acceptance Model(TAM) and expanded it to incorporate additional variables relevant to the research subject. For this study, 10 in-depth interviews were conducted, followed by an online questionnaire that generated 115 valid responses. From the data analysis, it was possible to conclude that despite the low levels of awareness and purchase of 3D-printed jewelry in the Portuguese market, a significant percentage of consumers demonstrated strong indicators toward the adoption and acquisition of this product. Moreover, the perceived ease of use, usefulness, compatibility, customization level, along with the aesthetic features of the jewelry, the tech optimism of the consumer and his/her attitude toward the use of the product, were identified as the key purchase drivers, influencing the behavioral usage intention of 3D-printed jewelry. In contrast, the perceived cost, the lack of awareness along with the problems and concerns associated to the online jewelry shopping were identified as the main barriers for consumers’ purchase.

Date of Award	31 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)