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      • THE ROLES OF AMBIVALENCE AND PERCEIVED BARRIERS IN CONSUMERS’ ACCEPTANCE OF PERSONALIZED NUTRITION SERVICES

        Machiel J. Reinders,Emily Bouwman,Jos van den Puttelaar,Muriel C. D. Verain 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

        Personalised nutrition can contribute significantly to the prevention of non-communicable dietary related diseases by providing dietary suggestions based on individual’s nutritional needs. Adoption of the concept of personalised nutrition by individuals is crucial for the success of personalised nutrition services. However, consumers’ adoption intention of personalised nutrition services is not only the result of cognitive deliberations of benefits and risks, but several studies in other contexts show that affective and contextual factors also play an important role in explaining consumers’ adoption intention. This study therefore examines whether affective factors (i.e., measured by means of ambivalent feelings) and contextual factors (i.e., eating context) increase the understanding of consumers' intentions to use personalized nutrition services. An online survey study was conducted among a total of 996 participants in the Netherlands. The results of a number of estimated fully latent structural regression models show that the intention to use personalized nutrition is not only positively driven by a weighing of benefits and risks (i.e., privacy calculus), which is also established in previous studies, but also negatively by ambivalent feelings. In turn, the results show that ambivalence towards personalized nutrition is predicted by privacy risk and the extent to which someone perceives the eating context as a barrier for personalized nutrition. Taken together, the current study implies that to stimulate the adoption of personalized nutrition services not only benefits and risks of personalized nutrition should be addressed, but also consumers’ ambivalent feelings regarding the concept and contextual factors that may prohibit adoption.

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