Consumer adoption of personalised nutrition services from the perspective of a risk–benefit trade-off

Genes & Nutrition

Table 6 Estimated marginal means of the service attribute levels for Privacy Risk, Personalisation Benefit, Privacy Calculus, and Adoption Intention

Service attribute	Construct
Service attribute	Privacy risk	Personalisation Benefit	Privacy Calculus	Adoption Intention
Personal information
Lifestyle	3.86^a	4.70	4.74^b	4.19^c
Phenotype	3.97^b	4.71	4.73^b	4.17^bc
DNA	4.16^c	4.65	4.61^a	4.01^a
Phenotype × DNA	4.15^c	4.69	4.60^a	4.09^ab
Service provider
Consultancy	3.98^a	4.68^ab	4.67^b	4.05^a
Fitness club	3.91^b	4.73^b	4.79^c	4.19^b
Employer	4.22^c	4.65^a	4.55^a	4.10^a
Communication mode
No personal contact	4.12^a	4.60^a	4.57^a	4.06^a
Personal contact	3.95^b	4.77^b	4.77^b	4.17^b
Advice scope
Nutrition	4.04	4.66^a	4.65	4.10
Nutrition + exercise	4.01	4.73^b	4.70	4.15
Nutrition + exercise + support group	4.06	4.67^a	4.66	4.09
Advice frequency
One-off	4.01	4.65^a	4.63^a	4.11
Monthly	4.06	4.73^b	4.71^b	4.12

Within a particular construct, means sharing the same superscript are not significantly different from the other levels of the same service attribute at p < .05 Tukey HSD

ISSN: 1865-3499