Title

以營養基因體學為基礎之個人化健康管理服務之消費者接受度與偏好探討

Translated Titles

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

DOI

10.6845/NCHU.2012.00645

Authors

蘇香綾

Key Words

營養基因體學 ; 個人化健康管理服務 ; 消費者接受度 ; 服務創新 ; Nutrigenomics ; personalized health management ; consumer acceptance ; service innovation

PublicationName

中興大學科技管理研究所學位論文

Volume or Term/Year and Month of Publication

2012年

Academic Degree Category

碩士

Advisor

陸大榮

Content Language

英文

Chinese Abstract

營養基因體學 (Nutrigenomis) 為一探討飲食與基因關聯性之新興科學,從預防疾病及促進健康的角度提供了個人化健康管理服務之科學基礎。儘管營養基因體學被普遍認為是一強而有力之探討飲食與健康之間的研究工具,其應用不論是在科學、法律以及道德層面所面臨之諸多挑戰也被廣泛地探討。然而,營養基因體學之相關應用以及潛在的服務模式之消費者接受度仍相對較乏人問津,隨著預防醫學概念的興起與普及以及全球保健產品與服務市場的成長,從消費者的角度去發展創新之服務便為基因營養體學在個人化健康管理應用之關鍵成功因素。 本研究主要目的為:1) 瞭解消費者對於營養基因體學個人化健康管理的認知以及影響消費者接受度之因素;2) 探討亞洲消費者在發展個人化健康管理之服務模式之偏好。 本研究透過多媒體影音網路問卷的方式,去瞭解消費者對於以營養基因體為基礎之個人化健康管理之接受度,並探討消費者對於相關服務之偏好。此外,本問卷也探討了當已提供所偏好之服務模式時,消費者的服務使用意願。 本研究結果發現當所提供之服務模式符合消費者偏好時,其接受度與使用意願大幅提升。與先前的研究結果一致,影響消費者接受度最關鍵因素為消費者對於服務所感受到的效益,而其他因素則無顯著影響。大部分在亞洲地區發展中之服務皆仿效歐美國家之服務模式,然而本研究結果顯示此種現有的服務與消費者偏好並不相符。因此,本研究根據針對消費者所進行之調查結果之結果與分析,提出了一以營養基因體學為基礎之個人化健康管理服務營運模式,並提供產業與政府單位在亞洲地區發展此種服務之建議。

English Abstract

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.

Topic Category 管理學院 > 科技管理研究所
社會科學 > 管理學
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