Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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Technology Acceptance Model for Direct-to-Consumer Genetic Testing Service

소비자대상직접시행 유전자검사서비스의 기술수용모델

  • Hyunjin Choi (Graduate School of Business, Hanyang University) ;
  • Daecheol Kim (School of Business, Hanyang University)
  • 최현진 (한양대학교 대학원 경영대학) ;
  • 김대철 (한양대학교 경영대학)
  • Received : 2024.08.05
  • Accepted : 2024.08.25
  • Published : 2024.09.30
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Abstract

The purpose of this study is to identify factors that influence consumers' acceptance intentions towards Direct-to-Consumer (DTC) Genetic Testing service. DTC genetic testing service can be considered in two aspects: the application of new technology in genetic testing customers can directly purchase and the services for receiving the test results customer can't directly analyze. Existing technology-based acceptance models have difficulty fully explaining consumers' acceptance intentions towards DTC genetic testing services. Therefore, this study aims to propose a new acceptance model considering these two characteristics. A survey was conducted with 377 potential consumers for this research. The analysis revealed that health interest, prior knowledge, subjective norms, innovativeness, perceived usefulness, and perceived value affect consumers' acceptance intentions. The results obtained through this study can help establish strategies and marketing plans necessary for the diffusion of services, such as DTC genetic testing services, that combine a new technology and a service. In the long term, the accumulated DTC genetic testing results data can contribute to the development of national genetic information infrastructure and preventive medical applications, as well as improve individuals' quality of life.

Keywords

References

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