Title page for ETD etd-04172011-163042


Document Type Master's Dissertation
Author Johnson, Richard
URN etd-04172011-163042
Document Title Factors affecting intent to use consumer generic tests : a revised technology acceptance model
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Ms N Kleyn Supervisor
Keywords
  • consumer behaviour
  • innovation diffusion
  • genetic test
Date 2010-11-10
Availability unrestricted
Abstract

Genetic testing offers disease diagnosis and other information based on genetic material provided by an individual. Direct to consumer genetic tests bypass clinicianadministered tests in favour of direct sales and usage by consumers. The relative newness of consumer genetic testing to the South African market provides an opportunity for understanding the factors that would drive adoption of these products. An established technology acceptance model was enriched with factors important to clinical genetic testing and individual innovativeness. The model was tested through an online questionnaire with a nonprobability sample of 109 individuals. Factors including performance expectancy, social influence and discrimination concerns, were found to exhibit significant influence on consumers’ behavioural intention to use consumer genetic tests. These findings provide a theoretical framework of individuals’ attributes of importance for marketing and sales of consumer genetic tests.

Copyright © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Johnson, R 2010, Factors affecting intent to use consumer generic tests : a revised technology acceptance model, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-04172011-163042/>

F11/209/ag

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