Department of Applied Economics, University of Granada, Granada, Spain.
Department of Marketing and Market Research, University of Granada, Granada, Spain.
Appl Health Econ Health Policy. 2021 Sep;19(5):757-767. doi: 10.1007/s40258-021-00647-3. Epub 2021 Apr 26.
Personalised nutrition (PN) has great potential for disease prevention, particularly if coupled with the power and accessibility of mobile technology. However, success of PN interventions will depend on the willingness of users to subscribe. This study investigates the factors associated with potential users' perceived value of PN and heterogeneity in these values.
A discrete choice experiment was carried out in a representative sample (N = 429 valid responses) from the adult population in Spain. The results were analysed in line with McFadden's Random Utility Theory, using conditional and mixed logit models in addition to a latent class logit model.
The conditional and mixed logit models revealed the existence of a significant preference and willingness to pay for personalised nutrition, but the effect on average was not large for the highest level of personalisation. The latent class logit revealed four classes of respondent: those who would be likely to pay for a high level of personalised nutrition service, those who would use it if it were heavily subsidised, those who would use only a basic nutrition service, and those who would not be willing to engage. These results could be useful for the design and targeting of effective personalised nutrition services.
Over half of adults currently perceive some individual benefit in a high level of PN, which may justify some degree of public subsidy in investment and delivery of such a service.
个性化营养（PN）在疾病预防方面具有巨大的潜力，尤其是如果与移动技术的功能和可及性相结合的话。然而，PN 干预措施的成功将取决于用户订阅的意愿。本研究调查了与潜在用户对 PN 的感知价值相关的因素，以及这些价值的异质性。
在西班牙成年人代表性样本（429 份有效回复）中进行了离散选择实验。根据麦克法登的随机效用理论对结果进行了分析，除了使用条件和混合对数模型外，还使用了潜在类别对数模型。
条件和混合对数模型显示出对个性化营养的显著偏好和支付意愿，但对于最高水平的个性化，平均效果并不显著。潜在类别对数模型揭示了四类受访者：那些可能愿意为高水平的个性化营养服务付费的人，那些如果服务得到大量补贴就会使用它的人，那些只愿意使用基本营养服务的人，以及那些不愿意参与的人。这些结果对于设计和针对有效的个性化营养服务可能是有用的。
目前超过一半的成年人认为高水平的 PN 具有一定的个体收益，这可能证明对这种服务的投资和提供一定程度的公共补贴是合理的。
