Construct and measurement item
| Constructs | Mean | SD |
|---|---|---|
| Personalized benefits (PB) Grandhi and Plotnick (2022); Baig et al. (2020); King (2019) | 3.81 | 1.052 |
| PB1 – Undergoing a DNA test is beneficial as I can learn more about genealogy and ancestry | 4.32 | 0.942 |
| PB2 – Undergoing a DNA test is beneficial as I can find family members and relatives | 4.29 | 0.930 |
| PB3 – Undergoing a DNA test is beneficial as I can learn more about myself | 2.81 | 1.253 |
| Privacy concerns (PC) Xu et al. (2011) | 3.28 | 1.241 |
| PC1 – I am concerned that the DNA data I submitted to genetic testing companies could be misused | 3.31 | 1.239 |
| PC2 – I am concerned that unauthorized people can find personal DNA data from genetic testing companies | 3.31 | 1.228 |
| PC3 – I am concerned about having provided DNA data to genetic testing companies because of what others might do with it | 3.23 | 1.267 |
| PC4 – I am concerned about having provided DNA data to genetic testing companies because it could be used in ways I did not foresee | 3.26 | 1.231 |
| Trust (TR) Malhotra, Kim, and Agarwal (2004) | 2.86 | 1.166 |
| TR1 – The company is trustworthy in handling the DNA data | 2.96 | 1.139 |
| TR2 – The company tells the truth and fulfil promises related to the DNA data provided by me | 2.83 | 1.172 |
| TR3 – I trust the company to keep my best interests in mind when dealing with the DNA data | 2.73 | 1.194 |
| TR4 – The company is generally predictable and consistent in its usage of the DNA data | 2.90 | 1.128 |
| TR5 – The company is always honest with consumers when it comes to using the DNA data that I provide | 2.90 | 1.148 |
| Hyper-personalization willingness-to-share (HPW) Culnan and Armstrong (1999) | 1.71 | 1.034 |
| HPW1 – I am interested in having my personal information used by the genetic testing company for hyper-personalization of products and services | 1.75 | 1.066 |
| HPW2 – I am likely to provide my personal information to the genetic testing company to receive hyper-personalized recommendations of products and services | 1.67 | 1.003 |
| Constructs | Mean | SD |
|---|---|---|
| PB1 – Undergoing a DNA test is beneficial as I can learn more about genealogy and ancestry | 4.32 | 0.942 |
| PB2 – Undergoing a DNA test is beneficial as I can find family members and relatives | 4.29 | 0.930 |
| PB3 – Undergoing a DNA test is beneficial as I can learn more about myself | 2.81 | 1.253 |
| PC1 – I am concerned that the DNA data I submitted to genetic testing companies could be misused | 3.31 | 1.239 |
| PC2 – I am concerned that unauthorized people can find personal DNA data from genetic testing companies | 3.31 | 1.228 |
| PC3 – I am concerned about having provided DNA data to genetic testing companies because of what others might do with it | 3.23 | 1.267 |
| PC4 – I am concerned about having provided DNA data to genetic testing companies because it could be used in ways I did not foresee | 3.26 | 1.231 |
| TR1 – The company is trustworthy in handling the DNA data | 2.96 | 1.139 |
| TR2 – The company tells the truth and fulfil promises related to the DNA data provided by me | 2.83 | 1.172 |
| TR3 – I trust the company to keep my best interests in mind when dealing with the DNA data | 2.73 | 1.194 |
| TR4 – The company is generally predictable and consistent in its usage of the DNA data | 2.90 | 1.128 |
| TR5 – The company is always honest with consumers when it comes to using the DNA data that I provide | 2.90 | 1.148 |
| HPW1 – I am interested in having my personal information used by the genetic testing company for hyper-personalization of products and services | 1.75 | 1.066 |
| HPW2 – I am likely to provide my personal information to the genetic testing company to receive hyper-personalized recommendations of products and services | 1.67 | 1.003 |
Note(s): The PB measurement scale is an original construct, developed by synthesizing and expanding on existing research
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