Acceptance of preventive genetic testing: the roles of innovation attributes, consumer characteristics, and contextual factors

Purpose This study aims to understand the factors influencing consumer acceptance of genetic testing as a preventive innovation within health checks. It also seeks to identify how these factors differ from those typically found in general innovation adoption models. Design/methodology/approach This research used an analytical model that integrates consumer perceptions of innovative attributes of genetic testing, individual characteristics and contextual factors to assess their influence on behavioral intention to adopt genetic testing as part of a health check. The model was empirically tested to validate its constructs and relationships. Findings Perceived usefulness, price value, subjective norm, consumer knowledge and personal innovativeness significantly impact the intention to adopt genetic testing. Age was found to moderate the effect of perceived usefulness on adoption intention. The research also highlights that consumer knowledge is a crucial, yet often overlooked, influencer in the adoption of preventive innovations. Research limitations/implications This study validates that perceived usefulness and value influence the adoption of preventive genetic tests, which is crucial as their benefits are not immediately observable. Unlike other preventive innovations, perceived risk was not a significant factor. A key limitation is the marginal reliability of the perceived risk measurement, suggesting the need to develop new scales for medical innovations that include potential physical threats. Future research should also explore the role of information sources and contextual factors, such as social networks, which may have moderating effects on adoption. Practical implications Increasing consumer knowledge through educational programs would reduce the barrier to adopting preventive medical innovations. Originality/value This research contributes to the theories of technology acceptance by expanding their scope to preventive innovations, particularly the critical role of consumer knowledge. The research framework serves as a foundation for future research on consumer acceptance of preventive innovation.