Berezowska Aleksandra, Fischer Arnout R H, Ronteltap Amber, Kuznesof Sharron, Macready Anna, Fallaize Rosalind, van Trijp Hans C M
Department of Social Sciences, Marketing and Consumer Behaviour Group, Wageningen University and Research Centre, Wageningen, The Netherlands.
Public Health Genomics. 2014;17(3):127-40. doi: 10.1159/000358851. Epub 2014 Apr 11.
Personalised nutrition (PN) may provide major health benefits to consumers. A potential barrier to the uptake of PN is consumers' reluctance to disclose sensitive information upon which PN is based. This study adopts the privacy calculus to explore how PN service attributes contribute to consumers' privacy risk and personalisation benefit perceptions.
Sixteen focus groups (n = 124) were held in 8 EU countries and discussed 9 PN services that differed in terms of personal information, communication channel, service provider, advice justification, scope, frequency, and customer lock-in. Transcripts were content analysed.
The personal information that underpinned PN contributed to both privacy risk perception and personalisation benefit perception. Disclosing information face-to-face mitigated the perception of privacy risk and amplified the perception of personalisation benefit. PN provided by a qualified expert and justified by scientific evidence increased participants' value perception. Enhancing convenience, offering regular face-to face support, and employing customer lock-in strategies were perceived as beneficial.
This study suggests that to encourage consumer adoption, PN has to account for face-to-face communication, expert advice providers, support, a lifestyle-change focus, and customised offers. The results provide an initial insight into service attributes that influence consumer adoption of PN.
个性化营养（PN）可能会给消费者带来重大健康益处。PN推广的一个潜在障碍是消费者不愿披露PN所基于的敏感信息。本研究采用隐私演算来探讨PN服务属性如何影响消费者对隐私风险和个性化益处的认知。
在8个欧盟国家举行了16个焦点小组（n = 124），讨论了9种PN服务，这些服务在个人信息、沟通渠道、服务提供商、建议依据、范围、频率和客户锁定方面存在差异。对会议记录进行了内容分析。
构成PN的个人信息既影响了隐私风险认知，也影响了个性化益处认知。面对面披露信息减轻了隐私风险认知，增强了个性化益处认知。由合格专家提供并以科学证据为依据的PN提高了参与者的价值认知。提高便利性、提供定期面对面支持以及采用客户锁定策略被认为是有益的。
本研究表明，为鼓励消费者采用PN，必须考虑面对面沟通、专家建议提供者、支持、关注生活方式改变以及定制化服务。研究结果初步揭示了影响消费者采用PN的服务属性。
