Toussaint Philipp A, Thiebes Scott, Schmidt-Kraepelin Manuel, Sunyaev Ali
Department of Economics and Management, Karlsruhe Institute of Technology, Kaiserstr. 89, 76133 Karlsruhe, Germany.
Electron Mark. 2022;32(3):1621-1638. doi: 10.1007/s12525-022-00571-x. Epub 2022 Jul 18.
Although consumers and experts often express concerns regarding the questionable business practices of direct-to-consumer (DTC) genetic testing services (e.g., reselling of consumers' genetic data), the DTC genetic testing market keeps expanding rapidly. We employ retail fairness as our theoretical lens to address this seeming paradox and conduct a discrete choice experiment with 16 attributes to better understand consumers' fairness perceptions of DTC genetic testing business models. Our results suggest that, while consumers perceive privacy-preserving DTC genetic testing services fairer, price is the main driver for fairness perception. We contribute to research on consumer perceptions of DTC genetic testing by investigating consumer preferences of DTC genetic testing business models and respective attributes. Further, this research contributes to knowledge about disruptive business models in healthcare and retail fairness by contextualizing the concept of retail fairness in the DTC genetic testing market. We also demonstrate how to utilize discrete choice experiments to elicit perceived fairness.
The online version contains supplementary material available at 10.1007/s12525-022-00571-x.
尽管消费者和专家经常对直接面向消费者（DTC）的基因检测服务存在问题的商业行为（例如，转售消费者的基因数据）表示担忧，但DTC基因检测市场仍在迅速扩张。我们以零售公平为理论视角来解决这一看似矛盾的现象，并进行了一项包含16个属性的离散选择实验，以更好地理解消费者对DTC基因检测商业模式的公平感知。我们的结果表明，虽然消费者认为保护隐私的DTC基因检测服务更公平，但价格是公平感知的主要驱动因素。我们通过调查消费者对DTC基因检测商业模式及其各自属性的偏好，为有关消费者对DTC基因检测的认知的研究做出了贡献。此外，本研究通过将零售公平概念置于DTC基因检测市场背景中，为医疗保健领域颠覆性商业模式和零售公平的知识做出了贡献。我们还展示了如何利用离散选择实验来引出感知公平。
在线版本包含可在10.1007/s12525-022-00571-x获取的补充材料。
