Pregnant mother’s intention to use mobile phone-based messaging interventions for improving maternal and newborn health practices in Jimma Zone, Ethiopia

Abstract

Abstract Background Mobile phone-based messaging for maternal education has shown promising outcomes in promoting maternal and child healthcare in low- and middle-income countries, where there is poor utilization of healthcare services. However, the success of a mobile phone messaging-based intervention depends on identifying and addressing the underlying factors that determine its utilization before implementation. Objective To assess pregnant mothers’ intention to use a mobile phone-based messaging intervention to improve maternal and newborn health in Jimma Zone, Ethiopia. Method This study employed a cross-sectional study design among randomly selected pregnant mothers residing in six primary health care units that were selected from three districts of Jimma Zone, Ethiopia. Data were collected using an interviewer-administered structured questionnaire. Descriptive statistics such as frequencies, percentages, mean, and standard deviation were calculated and presented using tables. Multivariable linear regression analysis was used to identify predictors of intention. Standardized regression coefficients were used to understand the effect of the independent variables and outcome variable. A 95% confidence interval and a p-value of < 0.05 were considered significant. Result Two hundred seventy-nine pregnant mothers participated in this study, resulting in a 98.9% response rate. Almost all (98.9%) respondents preferred the Afan Oromo language, 41.9% of respondents preferred the afternoon and 48.4% preferred receiving health information as text messages once daily. Having family members who can share SMS information (β = 0.098, 95% CI: (0.279—1.867), perceived usefulness (β = 0.283, 95% CI: (0.143—0.341), perceived easiness (β = 0.209, 95% CI: (0.054—0.392), perceived acceptability (β = 0.158, 95% CI: (0.007—0.178) and perceived feasibility (β = 0.186, 95% CI: (0.057—0.284) were found to have a positive significant association with the intention to use mobile phone-based messaging for maternal and newborn health. Conclusion The majority of respondents preferred receiving mobile phone-based messaging on MNH in the Afan Oromo language, during the afternoon, and once daily. Having family members who share text message information, perceived usefulness, perceived easiness, perceived acceptability, and feasibility were significantly associated with intention. These findings highlight the importance of considering user preferences and determinants of intention when designing mobile phone-based messaging.