Background: Voluntary blood donation rates are low in sub-Saharan Africa. Socio-behavioral factors such as a belief that donated blood would be used for performing rituals deter people from donating blood. There is a need for culturally appropriate communication interventions to encourage individuals to donate blood. Healthcare interventions that use mobile phones have increased in developing countries although many of them focus on text messages. A unique feature of mobile phones that has so far not been used for aiding blood donation is "caller tunes". Caller tunes replace the "ring, ring, ring" sound heard by a caller to a mobile phone before the called-party answers the call. In African countries such as Ghana, instead of the typical "ring, ring ring" sound, a caller may hear a message or song. Despite the popularity of such caller tunes, there is lack of empirical studies on their potential use for promoting blood donation or other health behaviors.Objectives: This study used the technology acceptance model (TAM) to explore the influence of the factors -perceived ease of use, perceived usefulness, attitude and cost -on intentions of blood/non-blood donors to download blood donation-themed caller tunes to promote blood donation, if they were to be available. The study assesses the potential of using caller tunes among blood/non-blood donors who use or do not use mobile phone caller tunes.
Methods:A total of 478 blood donors and 477 non-blood donors were recruited for interviewer-administered questionnaire survey at blood donation sites in Accra, Ghana. Structural equation modeling with the aid of AMOS software (version 25) was used to examine factors that determine intention to use caller tunes for blood donation among blood/non-blood donors who use or do not use mobile phone caller tunes.
Results:The findings of our study suggest that TAM has a high explanatory power for behavioral intention to use caller tunes especially among nonblood donors. The R-square for behavioral intention in our study was 34.7% for non-blood donors with caller tunes and 46.2% for non-blood donors with no caller tunes compared with those for blood donors with caller tunes (10.7%) and blood donors with no caller tunes (19.7%). Making caller tunes free to download significantly increased the intention of non-blood donors with no caller tunes to use caller tunes for blood donation (P < 0.001).
Conclusion:Overall, our results provide empirical evidence for factors that could influence the intention of using mobile phone caller tunes for aiding blood donation.Our research provides theoretical and practical implications for designing caller tunes for blood donation particularly in Ghana. The study also found that cost is particularly relevant for non-blood donors with no caller tunes.