USERS’ ACCEPTANCE OF A MOBILE APPLICATION TO FOLLOW THE COURSE OF PREGNANCY
USERS’ ACCEPTANCE OF A MOBILE APPLICATION TO FOLLOW THE COURSE OF PREGNANCY

Summary/Abstract: In order to ensure a better insight into the course of pregnancy, a mobile Android application, named Future Mom, has been developed and handed to its users – patients and physicians. After a three-month trial period, an evaluation was made of the application’s acceptance, and of the factors influencing it. The evaluation was carried out based on the Benefits Evaluation Model, involving the polling of 420 pregnant women and 75 physicians. Implementation of the application went well, and the poll results indicated that both groups of participants showed a high degree of acceptance of the application, as well as the readiness for its further use. The obtained results for both groups can be considered as rather positive in respect of readiness of the respondents to use mobile technologies and mobile applications. In order to improve further use of this mobile application, a wider digital marketing campaign would be needed, first of all based on the omnichannel strategy, in a continuous form, and with the accent on the three crucial time points: before use, after one month use, and after a three-month use of the application, as well as in the post-implementation period. The campaign should promote the following aspects: technical characteristics of the mobile application (factors of expected performance), easiness of use (factor of expected efforts), influence of the satisfied users (including physicians, reporting their positive experience in using the application (factor of social influence), and through some other incentives (factor of mitigating circumstances).

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