The purpose of this study is to identify factors that influence consumers’ acceptance intentions towards Direct-to-Consumer (DTC) Genetic Testing service. DTC genetic testing service can be considered in two aspects: the application of new technology in genetic testing customers can directly purchase and the services for receiving the test results customer can’t directly analyze. Existing technology-based acceptance models have difficulty fully explaining consumers’ acceptance intentions towards DTC genetic testing services. Therefore, this study aims to propose a new acceptance model considering these two characteristics. A survey was conducted with 377 potential consumers for this research. The analysis revealed that health interest, prior knowledge, subjective norms, innovativeness, perceived usefulness, and perceived value affect consumers’ acceptance intentions. The results obtained through this study can help establish strategies and marketing plans necessary for the diffusion of services, such as DTC genetic testing services, that combine a new technology and a service. In the long term, the accumulated DTC genetic testing results data can contribute to the development of national genetic information infrastructure and preventive medical applications, as well as improve individuals’ quality of life.

1. Introduction
2. Conceptual Background andHypotheses
    2.1 Subjective Norm and Perceived Usefulness
    2.2 Health Interest and Perceived Usefulness
    2.3 Prior Knowledge and Perceived Usefulness
    2.4 Innovativeness and Perceived Value
    2.5 Perceived Usefulness and Perceived Value
    2.6 Perceived Ease of Use and PerceivedValue
    2.7 Perceived Fee and Perceived Value
    2.8 Perceived Risk and Perceived Value
    2.9 Perceived Value and Adoption Intention
3. Result
    3.1 Data Collection and Sample
    3.2 Model Validity
    3.3 Hypotheses Verification
4. Discussion and Research Limitations
References

• Hyunjin Choi(Graduate School of Business, Hanyang University) | 최현진 (한양대학교 대학원 경영대학)
• Daecheol Kim(School of Business, Hanyang University) | 김대철 (한양대학교 경영대학) Corresponding author