检查DTC基因检测公司沟通的感知透明度及其对消费者信任、态度和行为意图的影响

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2022-07-11 DOI:10.1108/jcom-01-2022-0006
Alan Abitbol, Nicole M. Lee, Matthew S. VanDyke
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引用次数: 0

摘要

目的本研究考察了直接面向消费者(DTC)基因检测沟通的感知透明度,并衡量其对消费者信任、态度和向他人推荐该检测的意图的影响。设计/方法/方法一项针对美国成年人(18岁以上)(N=271)的在线调查由在线小组公司Qualtrics Panels进行。该样本由之前进行过DTC基因测试的参与者组成,因为只有现有的消费者才能在他们经历整个基因测试过程(包括之前、期间和之后的沟通)时了解公司的透明度,对DTC测试的态度,以及对DTC公司沟通透明度的看法。调查结果表明,认为DTC基因检测公司在沟通中透明的消费者往往更信任基因检测过程,对DTC基因检测持更积极的态度,并更有可能向他人推荐检测。研究局限性/含义本研究通过透明度的理论框架,将企业传播与科学传播相结合。实证表明,信息透明度是提高公众对涉及敏感健康信息或网络隐私的公司的信任、态度和行为意图的关键。独创性/价值本文回应了之前的呼吁,即在科学和健康领域,特别是DTC基因检测行业,未被充分审查的公司的背景下,探索科学传播的组织方法。
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Examining the perceived transparency of DTC genetic testing company communication and its impact on consumer trust, attitude and behavioral intentions
PurposeThis study examines perceived transparency of direct-to-consumer (DTC) genetic testing communication and measures its impact on consumers' trust, attitudes, and the intention to recommend the test to others.Design/methodology/approachAn online survey of US–based adults (over 18 years of age) (N = 271) was administered by the online panel company Qualtrics Panels. The sample consisted of participants who have taken a DTC genetic test previously because only existing consumers could provide insight into companies' transparency about the entire genetic testing process (including the communication before, during, and after) as they experienced it. Participants were asked questions that measured intention to recommend DTC genetic tests to others, trust, attitude toward the DTC testing, and perceptions of transparency of the DTC companies' communication.FindingsResults indicated that consumers who perceive DTC genetic testing companies to be transparent in their communication tend to trust the genetic testing process more, have more positive attitudes toward DTC genetic tests, and are more likely to recommend the tests to others.Research limitations/implicationsThis study integrates corporate communication and science communication through the theoretical framework of transparency. It empirically demonstrates that message transparency is key to increasing the publics' trust, attitude and behavioral intentions toward companies that involve sensitive health information or online privacy.Originality/valueThis paper answers previous calls to explore the organizational approach of science communication in the context of the under-examined companies in the science and health sectors, specifically the DTC genetic testing industry.
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CiteScore
5.40
自引率
6.50%
发文量
29
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