Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on Factors Influencing Consumer Purchase Intentions and Purposes in Direct-To-Consumer Genetic Test

소비자의뢰 유전자검사 구매 의도 및 목적에 영향을 미치는 요인 연구

  • Park, Imsu (Center of Water Policy Research, K-water) ;
  • Jung, Ilyoung (Division of Innovation and Growth Policy, STEPI)
  • 박임수 (한국수자원공사 물정책연구소) ;
  • 정일영 (과학기술정책연구원 혁신성장정책연구본부)
  • Received : 2019.04.17
  • Accepted : 2019.07.20
  • Published : 2019.07.28
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Abstract

Innovation of genomics technology has recently been extended to Direct To Consumer Genetic Test (DTC-GT) which consumers purchase without requesting the service on medical institutes. In 2016, Korea has introduced the DTC-GT but the market size is small comparing to global market. This study analyzes consumers' purchase intentions and purposes and their influential factors based on 2018 consumer survey. According to the results of binominal and multinominal logistic regression, knowledge after purchase, attitude on medical care benefit, health status are statistically significant on purchase intentions. Purchase purposes are different on age group and related on medical care rather than health care. These results imply that DTC-GT is needed to improve consumer satisfaction, re-purchase and effective care service. This paper is expected to contribute on strategic directions for the new DTC-GT product development.

최근 유전자분석은 기술 진보와 대중화를 통해 소비자가 의료기관을 거치지 않고 직접 구매할 수 있는 소비자의뢰 유전자검사 시장으로까지 확대되고 있지만, 2016년부터 허용된 우리나라의 소비자의뢰 유전자검사 시장은 여전히 도입기에 머물러 있는 상태이다. 본 연구의 목적은 소비자의뢰 유전자검사 시장 및 서비스 확대를 위하여 구매의도 및 목적에 영향을 미치는 요인들을 밝혀보고자 하는 것이다. 이를 위해 일반국민을 대상으로 설문조사를 실시하였고, 이를 바탕으로 이항 및 다항로짓 회귀모형을 적용하여 분석을 시도하였다. 그 결과, 구매의도에 유의한 영향 미치는 변수로는 사용경험에 기반을 둔 지식, 치료 유익에 대한 긍정적 태도, 개인의 건강상태 등으로 나타났다. 구매목적은 연령대에 따라 차이가 존재하지만 치료목적이 더욱 두드러진 것으로 파악되었다. 특히, 검사결과에 대한 소비자만족도 향상을 통해 재구매 또는 효과적인 치료 및 건강관리와 연계할 수 있는 서비스의 개발이 필요하다. 본 연구는 향후 소비자의뢰 유전자검사 제품 개발의 전략적 방향설정에 기여할 것으로 기대된다.

Keywords

Table 1. DTC-GT products

DJTJBT_2019_v17n7_167_t0001.png 이미지

Table 2. Variables and Characteristics of respondents

DJTJBT_2019_v17n7_167_t0002.png 이미지

Table 3. Results of binomial regression: Model I-III

DJTJBT_2019_v17n7_167_t0003.png 이미지

Table 4. Results of binomial regression: Model IV

DJTJBT_2019_v17n7_167_t0004.png 이미지

Table 5. Results of multi-nomial regression

DJTJBT_2019_v17n7_167_t0005.png 이미지

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