Facoltà: Ingegneria Gestionale per la Produzione Industrial
Collocazione: 14327
Autore: Landoni Gianluca
Data: 22/10/2015
Titolo: Do it yourself turns digital: a paradigmatic shift defining a new conceptual framework
Relatore: Mari Luca
Correlatore: Catalfamo Giuseppe
Autorizzazione per la consultazione: SI
Le tesi si possono consultare unicamente in sede
The thesis has its roots in the DiDIY project (Digital Do It Yourself) funded by the European Union’s Horizon 2020 research and innovation program. The dissertation aims to investigate how digital DIY is performed and the motivations of individuals to perform this practice. For achieving this goal, specific aspects of DiDIY have been studied, such as motivations, behaviors, decisions and outcomes, as well as their relationships. In particular, starting from an existing one on DIY (Wolf and McQuitty, 2011), a new one has been developed considering the influence of digital tools. Specifically, the triangulation of data coming from literature analysis, survey (Kuznetsov e Paulos, 2010) and interviews, it has been possible to converge toward a unified set of main findings: The amount of free time at individuals’ disposal and their transversal skills (e.g. creativity and design thinking) act as inputs for motivations to DiDIY. Moreover, both time and skills dimensions may influence the planning process of DiDIY projects. There are some specific inputs for motivations to DiDIY practice, which are all parts of the marketplace conditions: lack of product availability, low product quality, economic benefits, need for customization. Motivations to DiDIY derive both from reactions to marketplace conditions and from the need of improving one’s own identity. The decision of engaging in a DiDIY project is followed by the planning phase, which includes the sharing-process of ideas through online communities. After planning, materials and tools are purchased, mainly exploiting virtual channels, the execution phase starts, often exploiting open collaboration. DiDIY behaviors are defined as pro-active, reactive essential e lifestyle. They vary accordingly with the reasons for undertaking such activities and they imply different kinds of motivations. Satisfaction acts as mediator between DiDIYers’ behaviors and outcomes. The level of satisfaction depends on the project result, in terms of meeting the initial expectations and quality standards, and on project activities characteristics. Higher satisfaction implies higher motivation. The outcomes for DIY and DiDIY practitioners are enjoyment, fulfillment and accomplishment. All of them are influenced by the degree of satisfaction and enhance motivation. Finally, a specific design system has been defined for developing the conceptual model of DiDIY, thus making the analysis more rigorous. The thesis contributes to define the conceptual framework of Digital DIY by updating the knowledge in DIY domain considering the influence of digital innovation, by focusing on the conceptualization of specific dimensions and by defining the main concepts and relationships that characterize the analyzed system and constitute the conceptual model.
