The Impact Of Social Behavioural Change Communication SBCC On M Health Application Adoption The Case Of Arogya Setu

Abstract

The thesis investigates the intricate relationship between technology, behaviour change, and public health newlinewithin the context of the COVID-19 pandemic, focusing on the adoption of the Aarogya Setu m-health newlineapplication in India. Utilizing the frameworks of the Technology Acceptance Model (TAM) and the newlineBehavior Change Wheel (COM-B model), the study aims to unravel the influences of Social Behavioural newlineChange Communication (SBCC) initiatives, user perceptions, socio-cultural factors, and technological newlinebarriers on the uptake of this critical health application. newlineThe primary objectives are to examine individual perceptions of Aarogya Setu, analyze the impact of newlineCOM-B attributes on user behavior, and assess the intention to use the app based on its perceived newlineusefulness and ease of use. Data collection involves structured surveys from a representative sample of newlineAarogya Setu users, focusing on SBCC exposure, attitudes, perceived benefits and barriers, demographic newlinecharacteristics, and usage patterns. As a research tool, the study employs Partial Least Squares Structural newlineEquation Modeling (PLS-SEM) to ensure the reliability and validity of the results. newline