Exploring the Consumer Acceptance Of and Preferences In Nutrigenomics-Based Personalized Health Management Service

• Main Authors: Hsiang-Ling Su, 蘇香綾
• Other Authors: Ta-Jung Lu
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/86914301908026322071

碩士 === 國立中興大學 === 科技管理研究所 === 100 === Nutrigenomics is an emerging technology that offers opportunities for personalized health management from the preventive and promoting perspectives. Despite general agreement on the value of nutrigenomics as a powerful approach to unravel the complex diet-health relationships, challenges in applications at the scientific, regulative, and ethical levels have also been widely discussed. However, research into the consumer acceptance and potential service models of such application is relatively scarce. As the awareness and demand for preventive medicine continues to grow worldwide along with the ever increasing market of health optimizing improving product and service, the successful development of such innovative applications would require better knowledge from consumer''s perspectives. The research objectives of the current study is 1) To understand the consumer perception of Nutrigenomics based personalized health management and identify the factors that affect the consumer acceptance; 2) To explore the consumer preference in developing the service model in personalized health management particularly in the Asian population. A comprehensive multimedia online survey was carried out to understand the consumer acceptance of nutrigenomics based personalized health management and to explore the consumer preferences of related service. Moreover, the willingness of service adoption when offered with preferred service model was also investigated. The results of the current study demonstrated an extraordinary high level of acceptance and willingness when consumer’s preferences are met. In accordance to previous finding, perceived benefit was found to be the most critical factor in consumer acceptance while other suggested factors remained insignificant. While most of the emerging services in Asia followed the American and European models, the results of current survey showed misalignment of available services and consumer preferences. According to the findings of the current study, a service delivery model based on the consumer’s preference is proposed with regards of government intervention. In summary, the current study provides early insight in the development of personalized health management services in Asian countries.