Wageningen Economic Research, Wageningen University & Research, Wageningen, The Netherlands.
PLoS One. 2020 Apr 13;15(4):e0231342. doi: 10.1371/journal.pone.0231342. eCollection 2020.
Providing dietary suggestions based on an individual's nutritional needs may contribute to the prevention of non-communicable dietary related diseases. Consumer acceptance is crucial for the success of these personalised nutrition services. The current study aims to build on previous studies by exploring whether ambivalent feelings and contextual factors could help to further explain consumers' usage intentions regarding personalised nutrition services. An online administered survey was conducted in December 2016 with a final sample of 797 participants in the Netherlands. Different models were tested and compared by means of structural equation modelling. The final model indicated that the result of weighing personalisation benefits and privacy risks (called the risk-benefit calculus) is positively related to the intention to use personalised nutrition advice, suggesting a more positive intention when more benefits than risks are perceived. Additionally, the model suggests that more ambivalent feelings are related to a lower intention to use personalised nutrition advice. Finally, we found that the more the eating context is perceived as a barrier to use personalised nutrition advice, the more ambivalent feelings are perceived. In conclusion, the current study suggests the additional value of ambivalent feelings as an affective construct, and eating context as a possible barrier in predicting consumers' intention to use personalised nutrition advice. This implies that personalised nutrition services may need to address affective concerns and consider an individual's eating context.
根据个人的营养需求提供饮食建议可能有助于预防非传染性饮食相关疾病。消费者的接受度对于这些个性化营养服务的成功至关重要。本研究旨在在前人的研究基础上进一步探讨矛盾情绪和情境因素是否有助于进一步解释消费者对个性化营养服务的使用意愿。本研究于 2016 年 12 月通过在线调查的方式在荷兰进行，共 797 名参与者参与了最终的样本。通过结构方程模型，对不同的模型进行了测试和比较。最终模型表明，权衡个性化收益和隐私风险的结果（称为风险-收益计算）与使用个性化营养建议的意愿呈正相关，这表明当感知到更多的收益而不是风险时，意愿更积极。此外，该模型表明，更多的矛盾情绪与使用个性化营养建议的意愿较低有关。最后，我们发现，人们越认为饮食环境是使用个性化营养建议的障碍，就越会产生矛盾情绪。总之，本研究表明，矛盾情绪作为一种情感结构，以及饮食环境作为预测消费者使用个性化营养建议意愿的一个可能障碍，具有额外的价值。这意味着个性化营养服务可能需要解决情感问题，并考虑个人的饮食环境。
