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.

The purpose of this study is to estimate farmers’ willingness to accept (WTA) of direct payment for increasing public benefit using the contingent valuation method. The double-bounded dichotomous choice and the open-ended question were used to measure WTAs for basic form and optional form, respectively. The results show that WTA for basic form was inversely proportional to the acreage. WTAs were KRW 1,694,001 with 2 ha or less, KRW 1,617,789 with over 2 ha~6 ha, and KRW 1,562,977 with over 6 ha. The results also indicate that WTAs for optional form are similar to payments of agricultural environmental conservation program except physical (chemical) control of pests and weed. The results of this study can provide useful information for the establishment of direct payment for increasing public benefit.

콩이나 적포도주의 식물성 에스트로겐(phytoestrogen)은 건강에 부정적이기보다는 긍정적인 효과를 갖는 것으로 알려져 있는데, 특히 콩류 섭취는 유방암이나 골다공증, 그리고 심혈관계 질환 예방과 높은 상관관계가 있는 것으로 보인다. 그러나 콩류, 특히 그 주성분인 genistein(GS)이 상기한 긍정적인 효과 외에도 여성의 생식계에 잠재적으로 부정적인 영향을 미칠 가능성에 대한 의문이 계속되어왔다. 선행 연구에서 본 연구자들은 사춘기 전에 gen