This article examines the adoption of additive manufacturing, or 3D printing, in the construction sector, with a focus on the sociological resistance to this innovation. Despite the clear advantages of this technology, including reduced costs and construction time, its large-scale deployment remains limited, mainly due to reluctance from entrepreneurs. The study adopts a sociological perspective to analyze the relationship between technology and professional identity, drawing on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). This study proposes a revised version of the Technology Acceptance Model (TAM), which integrates professional identity as a key factor in technology adoption. The model also incorporates additional variables such as contextual organizational factors, organizational support, and professional social networks, to provide a deeper analysis of the barriers to the adoption of 3D printing in this sector.
KeywordsProfessional IdentityOrganizational ChangeResistance to ChangeTechnology AcceptanceSociology of Innovation
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