Predictors Of Intention Research Articles

Determinants Influencing the Adoption of Metaverse-based Learning Platforms among University Students

Metaverse, an amalgamation of diverse information technologies, is seen as the future of the internet and holds promise for transforming education. Leveraging metaverse media for immersive learning has the potential to reshape education practices. Despite being a novel concept, metaverse-based education has the capacity to enrich online learning experiences. The study utilized the Unified Theory of Acceptance and Use of Technology (UTAUT) model alongside the factor of personal innovativeness in IT, conducting a comprehensive survey involving 244 students from Federal University Wukari, Nigeria. Employing STATA 14, a popular variance-based structural equation modeling technique in social sciences and management, the study analyzed the structural model and conceptual measures, confirming the discriminant validity, dependability, and content of the data. The research findings highlight the importance of personal innovativeness in IT as a direct and indirect predictor of adoption intention among Generation Z students in making decisions about integrating metaverse technologies into higher education. Students demonstrating a high level of innovativeness in IT exhibit a greater willingness to engage with metaverse-based learning incorporating artificial intelligence. The results demonstrate a strong association between the identified characteristics and students' intentions to utilize educational platforms utilizing metaverse technology, contributing valuable insights to the use of technology in educational settings.

Examining School Nurses' Knowledge and Confidence Related to Their Intention to Screen for and Report Child Sexual Abuse: A Descriptive Cross-Sectional Study.

Child sexual abuse (CSA) is a preventable national public health problem that results in adverse health consequences. Research suggests youth experiencing CSA are often of school age. Screening for early detection of health issues is integral to school nurse (SN) practice. Still, there is little evidence that routine screening when CSA is suspected is occurring in schools, despite recommendations that it should be. Lack of confidence and knowledge related to screening and reporting for CSA contribute to a SN's missed opportunity for early intervention. The aim of this study was to describe SNs' knowledge and self-efficacy associated with screening for and reporting suspected CSA in school settings. A descriptive cross-sectional survey design was employed. The Child Abuse Report Intention Scale was sent to over 2,000 members of the National Association of School Nurses. Among SN respondents (N = 123), the main findings showed almost half reported being concerned a youth was experiencing CSA but may have missed identifying it. Self-efficacy and professional responsibility were predictors of SNs' intention to screen as well as knowledge about obvious and serious signs of abuse were predictors of SNs' intention to report in this sample. An educational partnership between forensic nurse examiners and SNs can facilitate improving SNs' knowledge about nonspecific physical and behavioral indicators of abuse that are not overtly obvious. The development of a screening tool specific for use by SNs can empower their confidence to screen by providing a resource for them to use as a guide when they are uncertain about the evidence.

Predictors of Health Care Practitioners' Intention to Use AI-Enabled Clinical Decision Support Systems: Meta-Analysis Based on the Unified Theory of Acceptance and Use of Technology.

Artificial intelligence-enabled clinical decision support systems (AI-CDSSs) offer potential for improving health care outcomes, but their adoption among health care practitioners remains limited. This meta-analysis identified predictors influencing health care practitioners' intention to use AI-CDSSs based on the Unified Theory of Acceptance and Use of Technology (UTAUT). Additional predictors were examined based on existing empirical evidence. The literature search using electronic databases, forward searches, conference programs, and personal correspondence yielded 7731 results, of which 17 (0.22%) studies met the inclusion criteria. Random-effects meta-analysis, relative weight analyses, and meta-analytic moderation and mediation analyses were used to examine the relationships between relevant predictor variables and the intention to use AI-CDSSs. The meta-analysis results supported the application of the UTAUT to the context of the intention to use AI-CDSSs. The results showed that performance expectancy (r=0.66), effort expectancy (r=0.55), social influence (r=0.66), and facilitating conditions (r=0.66) were positively associated with the intention to use AI-CDSSs, in line with the predictions of the UTAUT. The meta-analysis further identified positive attitude (r=0.63), trust (r=0.73), anxiety (r=-0.41), perceived risk (r=-0.21), and innovativeness (r=0.54) as additional relevant predictors. Trust emerged as the most influential predictor overall. The results of the moderation analyses show that the relationship between social influence and use intention becomes weaker with increasing age. In addition, the relationship between effort expectancy and use intention was stronger for diagnostic AI-CDSSs than for devices that combined diagnostic and treatment recommendations. Finally, the relationship between facilitating conditions and use intention was mediated through performance and effort expectancy. This meta-analysis contributes to the understanding of the predictors of intention to use AI-CDSSs based on an extended UTAUT model. More research is needed to substantiate the identified relationships and explain the observed variations in effect sizes by identifying relevant moderating factors. The research findings bear important implications for the design and implementation of training programs for health care practitioners to ease the adoption of AI-CDSSs into their practice.

Intention of Retention and Its Predictors among PHC Workers in Buraidah, Saudi Arabia

Introduction: The turnover of healthcare professionals is seen to be a significant contributor to the shortage of healthcare personnel. This study aimed to evaluate the level and predictors of retention intention among primary health workers (PHWs) in Buraidah, KSA. Methods: This cross-sectional study was conducted among primary healthcare workers in Buraidah, Qassim between the period from October 2023 to March 2024. Data were collected using an online self-administered questionnaire. The used scales in the study were the Job Autonomy Scale (JAS) and the Anticipated Turnover Scale (ATS). Data were analyzed using SPSS version 21.0. Results: A total of 194 healthcare workers were enrolled in this study; there were 50.5% males and 35.1% physicians. The mean ± SD of turnover intention was 37.2 ± 7.92 out of a maximum possible score of 75. The mean score of turnover intention was significantly affected by job title (p < 0.001), education level (p = 0.005), marital status (p = 0.004), attending certificate programs (p = 0.002), work method autonomy (p < 0.001), and total autonomy score (p = 0.008). Multivariate analysis revealed that the predictors of turnover intention were other job titles B 8.53 (95% CI: 6.17–10.89), ever married B –3.87 (95% CI: −5.80 to 1.94), and not attending certificate programs B –5.55 (95% CI: −8.46 to −2.63). Job autonomy did not show any association with turnover intention. Conclusion: Turnover intention was a significant problem among PHW in Buraidah, Saudi Arabia. The predictors of turnover intention included job title, marital status, and attending or having certificate programs. There is a need to address the issue of turnover intention among PHWs to ensure the provision of quality primary healthcare services to the population.

Investigating Physicians' Adoption of Telemedicine in Romania Using Technology Acceptance Model (TAM).

This study investigates Romanian physicians' acceptance of telemedicine using the Technology Acceptance Model. We analyzed 1093 responses to an online survey distributed nationwide to physicians via email by the National Authority of Quality Management in Health, employing the partial least squares algorithm to estimate the relationship between the behavioral intention to adopt telemedicine and its potential determinants. Our findings reveal that the model accounts for 84.6% of the variance in behavioral intention to use telemedicine. Among the two constructs of the TAM model, perceived usefulness is a stronger predictor of behavioral intention than perceived ease of use. Additionally, subjective norms positively and significantly influence physicians' intention to use telemedicine and their perception of its usefulness. Furthermore, perceived incentives and accessibility to medical records also positively impact the behavioral intention to use telemedicine.

Understanding the impact of abusive leadership on third-party observers' turnover intentions: Insights from organizational identification and authority orientation

This study proposes and tests a conceptual model including three predictors (observed abusive leadership, workplace identification, and authority orientation) of third-party observers' turnover intentions. Analyzing responses from of 367 sales employees from Chinese hotels suggests that organizational identification partially mediates the relationship between observed abusive leadership and observer turnover intention. Also, observed abusive leadership is negatively associated with observers' workplace identification. Finally, authority orientation is negatively associated with observers' turnover intentions. This study contributes theoretically to understanding the repercussions of abusive leadership and offers managerial insights for hospitality firms to mitigate high turnover rates.

Patterns of self-medication and intention to seek pharmacist guidance among older adults during the COVID-19 pandemic in Macao: a cross-sectional study

IntroductionSelf-medication was remarkably popular during the COVID-19 pandemic. In older populations, the risk of self-medication is higher. Pharmacists are well positioned to provide public health education and disease prevention. This study aims to explore the self-medication patterns and intention to seek pharmacist guidance among older adults in Macao.MethodsA face-to-face cross-sectional survey was subsequently performed in March-April 2023 among older adults in Macao. The questionnaire was designed based on the Theory of Planned Behavior (TPB) framework. Multiple logistic regression was used to analyze predictors of self-medication behavior and multiple linear regression analysis to determine whether the TPB construct was the predictor of older adults’ intention to seek guidance from pharmacists.ResultsA total of 412 participants completed the questionnaire. The self-medication rate among older adults in Macao was 64.2%. The most commonly used types of medications were over-the-counter and traditional Chinese medicine, mainly from government anti-pandemic packages. The majority of individuals engaged in self-medication to treat COVID-19 symptoms or prevent COVID-19 infection. The prevalent reasons for self-medication were the perceived non-seriousness of the illness. 85 years old or older and university degree were significantly associated with self-medication behavior. Older adults had moderate intention to seek pharmacist guidance on medication use. The average scores (standard deviation) were 3.43 (1.10) for Attitude, 2.69 (0.99) for Subjective Norm, 3.56 (1.04) for Perceived Behavioral Control, and 3.07 (1.43) for Intention. Attitude, Subjective Norm, and Perceived Behavioral Control were all strong predictors of intention, which explained 53% of the variance in intention. In demographic factors, age was identified as a significant predictor of intentions.ConclusionsSelf-medication was widely practiced in Macao during the COVID-19 pandemic. To better control the risks associated with self-medication, the role of pharmacists is paramount. Enhancing the recognition and trust of pharmacists within society, modifying pharmacy management models, and strengthening pharmacists’ self-perception of their profession are all pivotal directions areas to further enhance their role.

Predictors of Meat Reduction: The Case of Slovenia.

Health, environmental, and animal advocacy organisations emphasise reducing or eliminating high meat consumption due to its adverse effects on health, sustainability, climate change, and animal welfare. Increasingly, people are deciding to reduce their meat consumption frequency. Our study aimed to examine predictors of meat reduction among Slovenian consumers, focusing on gender, age, partner and children status, size of residential settlement, socioeconomic status, and political orientation. We conducted a survey using non-probability sampling. We examined demographic, socioeconomic, and political predictors of individuals' self-assessed intent to reduce meat consumption in the month following the survey. Additionally, we analysed respondents' meat reduction during the three years prior. A correlation analysis revealed that higher age and education levels were significantly positively correlated with meat reduction patterns. An ordinal logistic regression analysis indicated that age was the only significant predictor of meat reduction intentions and past behaviour. Our findings suggest that middle-aged and elderly individuals are more likely than younger adults to report meat reduction behaviours. Future public health interventions should tailor approaches to different age groups, and, in particular, target younger individuals. Educational campaigns should highlight the health and environmental benefits of reducing meat and animal product consumption, particularly in primary and secondary schools.

Awareness, Intention to Use Pre-Exposure Prophylaxis, and Factors Associated with Awareness among Men Who Have Sex with Men in the Republic of Korea.

This study assessed pre-exposure prophylaxis (PrEP) awareness, knowledge, and attitudes in a sample of 1389 men who have sex with men (MSM). Using a self-report survey, we measured PrEP knowledge mean scores, attitudes toward PrEP, and awareness rates to identify the key influences on PrEP uptake. PrEP awareness among participants was 66.3%, with 33.7% having never heard of PrEP. Approximately 4.5% had previous experience with PrEP but were not current users, while only 2.7% reported that they were currently taking it. Logistic regression analysis revealed that the significant predictors of PrEP awareness were educational attainment, marital status, prior HIV testing knowledge, and attitudes toward PrEP. Several demographic factors were not significant predictors of intention to use PrEP; however, using the internet to meet partners, number of partners, HIV testing, positive attitudes, and reduced perceived barriers played a critical role in shaping PrEP use intentions. These findings highlight the critical role of targeted educational strategies and tailored public health messaging in enhancing the awareness and intention to use PrEP among MSM.

Improved time series models for the prediction of lane-change intention

ABSTRACT To improve the accuracy of lane-change intention prediction and analyze the influence of driving styles on prediction outcomes, the T-Encoder-Sequence model is proposed in this paper. It integrates the Transformer’s encoder module with various recurrent neural network (RNN) models and introduces a multimodal fusion input structure. Building on this, a risk indicator model, capable of reflecting driver stress, is established to calculate the model’s input parameters. Consequently, the model can simultaneously capture global information and consider the impact of vehicle classes on drivers. Furthermore, the k-means++ algorithm is employed to categorize vehicle trajectories into conservative, conventional, and aggressive types for further analysis. The results demonstrate that training the model with risk indicator parameters markedly enhances prediction performance. Under identical input parameters, the T-Encoder-Sequence model exhibits notably superior prediction efficacy compared to the original model. The T-Encoder-Sequence model, trained with risk indicator parameters, demonstrates substantial advantages compared to other studies.

Malaysian youth’s propensity towards ambidextrous learning: an in-depth analysis of behavioural insights dimensions

The aim of this experimental study was to compare the results before and after an intervention that included ambidextrous training to accelerate the enrolment of adolescents in technical, vocational, and educational training (TVET). In particular, the effects of an ambidextrous learning-based training programme on increasing the intention to enter TVET were examined. The independent variables constructed in this study include self-efficacy and TVET knowledge, while the dependent variable is TVET intention. The sample consisted of 480 16-year-old students from government schools in four Malaysian regions selected by cluster sampling. The study used a randomised experimental design with a no-treatment control group. The intervention included training developed as part of Behavioural Insights. Methods of analysis included descriptive and bivariate analysis of mean differences and structural equation modelling to describe the predictive model. The results showed significant differences between the actual and the control groups in terms of post-test results across all factors, including TVET intention, TVET knowledge, and self-efficacy. The structural equation modelling test found that TVET knowledge emerged as the strongest predictor of TVET intention, surpassing self-efficacy. As knowledge about TVET is the most important factor influencing a person’s intention to choose TVET, these initiatives should provide clear and comprehensive explanations of the concepts of TVET, the different TVET clusters available, and the potential career opportunities within these sectors.

Emotional competence and help-seeking intentions as predictors of educational success in vocational training students

Given the high prevalence of psychological distress among vocational training (VT) students, this study aimed to assess the role of interpersonal emotional competence as a resilience factor promoting the educational success of this population. We postulated that emotional competence would promote educational success, both directly and indirectly by fostering students’ help-seeking intentions when facing a personal or school-related problem. To test these hypotheses, we used a sample of 219 VT students from the Canadian province of Quebec (68% women, Mage = 24.58; SDage = 7.95) enrolled in various programs (e.g. institutional and home care assistance, welding and fitting, secretarial studies, and professional cooking). These students were assessed two times, during the first half of their training and again after their training. Results from structural equation modelling revealed that emotional competence was a positive predictor of help-seeking intentions and educational success. However, having the intention to seek help did not translate into higher levels of educational success. Overall, these results highlight the importance of supporting VT students in the development and strengthening of their emotional competence to promote their educational success. Future research is needed to further understand the help-seeking process among VT students and its implications for their academic outcomes.

Showing authentic examples of academic and career trajectories to influence college students' career exploration

College students increasingly use digital information resources to help them make academic and career decisions, but the effects of digital information tools on students' career exploration outcomes are not well understood. We investigate the impact of an online tool that shows the full sequence of course enrollments and the first career destination of recent graduates with matched interests. We conducted a randomized controlled experiment with 234 undergraduate students at a U.S. university to examine the tool's impact on students' career exploration outcomes, specifically their self-efficacy in academic planning for career exploration and behavioral intentions for career exploration. We did not find clear evidence that the tool increased students' self-efficacy and behavioral intentions. However, our exploratory analysis shows that the tool benefited students who were at a later stage in their career decision-making process. We also found that students' awareness of official information sources from archival student records and awareness of holistic information that combines academic and career decisions are important predictors of self-efficacy and behavioral intentions. This study presents a nuanced view of the potential of digital tools to enhance career exploration outcomes through information support. It has important implications for institutional administrators to integrate existing digital resources with traditional career services, creating a more comprehensive support system for students.

Exploring Citizens’ Intention to Use Self-Service Technologies in Guyana: A Structural Equation Modelling Approach

Self-service technologies (SSTs) are becoming increasingly relevant in both developed and developing nations. SSTs which include but are not limited to automated teller machines (ATMs) and self-service kiosks, present accessibility and efficiency gains to the organisations which choose to implement them. However, there are challenges to the successful implementation of SSTs, especially in developing countries. Thus, it is essential to develop an understanding of the factors that impact the adoption of self-service technologies. This study is aimed at measuring the factors impacting citizens’ intention to use self-service technology, specifically self-service kiosks to renew driver’s licenses and motor vehicle documentation in the country of Guyana. This study proposes a conceptual model that extends the Technology Acceptance Model to incorporate the constructs of Resistance to Change, Technology Anxiety and User Interface as additional predictor variables. Using data collected from an online survey of 298 Guyanese citizens, the model was tested and validated using Partial Least Square - Structural Equational Modelling (PLS-SEM). The results of the study showed that resistance to change, technology anxiety and user interface were found to be predictors of perceived ease of use. Technology anxiety was found to be a predictor of Resistance to Change. Perceived ease of use was found to be a significant predictor of perceived usefulness while perceived usefulness and perceived ease of use were found to be significant predictors of attitude towards use. Lastly, attitude towards use was found to be a significant predictor of intention to use self-service kiosks. The findings of this study aim to provide a better understanding of the determinants of citizens’ intention to use self-service technologies in Guyana which will help practitioners in designing and offering self-service systems to the public.

Humble leadership and nurses' turnover intention: The moderating effect of leader expertise.

This study was designed to examine the relationship between humble leadership and nurses' turnover intention and investigate the moderating role of leader expertise in this relationship. Leader humility and expertise are two key dimensions of professional spirit in competitive magnet organizations. Many organizational factors could make nurses take a decision to leave their organization; however, leader humility and expertise could help nurses retract from this decision. This is a multisite cross-sectional study that was conducted at all medical-surgical units of four university hospitals. Using scales for assessing leader humility, nurses' turnover intention, and leader expertise, 385 nurses were surveyed. Data were investigated via descriptive and inferential statistics, where correlation, path analysis, and structured equation modeling were used to test the hypothetical relationship among study variables. There is a statistically significant negative relationship between humble leadership and nurses' turnover intention. Humble leadership and leader expertise were significant predictors of nurses' turnover intention. The moderating effect of leader expertise on the relationship between humble leadership and nurses' turnover intention was statistically significant, making it more negative, implying that leader expertise amplifies the effect of leader humility on reducing nurses' turnover. Incorporating leader expertise with humility could provide an efficient panacea for reducing turnover intentions among nurses in different healthcare organizations. Healthcare organizations could develop an efficient retention plan for nurses by cultivating humility among both leaders and nurses. In addition, building nurse leaders' expertise through opening avenues for professional development is a good strategy in the face of nurses' shortage and high turnover. Furthermore, succession planning in healthcare organizations must consider humility as a vital skill among anticipated leaders.

A systematic review of predictors of vaping cessation among young people.

Understanding the factors influencing vaping cessation among young people is crucial for targeted interventions. This review aimed to summarize the individual and environmental factors that predict vaping cessation related behaviours in the young population. We systematically searched five databases for studies investigating predictors of vaping cessation behaviours among young people aged 10-35 years. Studies that examined predictors of cessation of cigarettes, other tobacco products, cannabis vaping, and studies evaluating efficacy of cessation interventions were excluded. Quality in Prognosis Studies tool was used to assess risk of bias. We found 24 studies analyzing predictors of intention to quit vaping (n=15), quit attempts (n=11), and vaping abstinence (n=7). Most studies had low risk of bias, except for study attrition. We identified 107 predictors and grouped them into 'probable', 'possible', 'insufficient evidence', 'probably unrelated', and 'inconsistent direction' categories. For 'probable' predictors, we found 11 for intention to quit, 8 for quit attempts and 5 for vaping abstinence. Overall, harm perception of vaping, current other tobacco products use, frequency of use, and level of nicotine dependence were common 'probable' predictors across three outcomes, with low harm perception of vaping, dual use, and poly tobacco use associated with decreased intention to quit and quit attempts in younger population (~10-19 years). Predictive modelling studies investigating vaping cessation related behaviours among young people is still limited. Future research should specifically study the natural history of vaping in youth in different jurisdictions, populations, and age groups to expand our knowledge on this area. We identified and categorized predictors of intention to quit vaping, quit attempts, and vaping abstinence among young people. While the 'probable' predictors can inform public health and policymakers to plan targeted vaping cessation programs for high-risk populations, raising public harm perception of vaping and encouraging to quit other tobacco products might increase intention to quit and quit attempts among younger population. However, the 'possible', 'insufficient evidence' and 'inconsistent direction' predictors needs further testing by future prospective longitudinal research. Additionally, we emphasized the significance of appropriate study designs, conducting research across various jurisdictions, and different population groups to obtain comprehensive insights.

Retraction: Prediction and optimization of employee turnover intentions in enterprises based on unbalanced data.

Retraction: Prediction and optimization of employee turnover intentions in enterprises based on unbalanced data.

Beyond fear and safety: revenge travel and international tourists’ intentions in the post-crisis era

Purpose This study aims to investigate the evolving travel intentions of tourists in the aftermath of the relaxation of international mobility restrictions in 2022. It aims to understand how the concept of “revenge travel” – travelling with the intent to make up for lost time during crisis periods – impacts tourists' travel intentions in the post-crisis era. Design/methodology/approach Employing a quantitative approach, the study uses Structural Equation Modelling (SEM). Data were collected through a survey of 320 respondents in 2022. This methodology enables a comprehensive understanding of travel intentions, including motivations, perceptions of destination safety and the influence of revenge travel. Findings The findings reveal that revenge travel is a significant predictor of travel intentions post-crisis. The results indicate that tourists are less concerned with health and safety and are more driven by the desire to compensate for lost travel opportunities. This shift suggests that travel intentions in the post-crisis era are not predominantly fear-induced. The study also offers insights into how these intentions can inform the recovery and sustainable planning of the tourism industry. Originality/value This paper recognises the impact of revenge travel on travel intentions following the lifting of crisis-related mobility restrictions. It provides novel insights into tourists' post-crisis travel behaviour, extending the understanding of travel motivations in extraordinary circumstances. The findings are valuable for tourism practitioners and researchers, offering guidance for future tourism development and marketing strategies within a post-crisis context.

Perception and Acceptance of Telemedicine Use in Health Care Among the General Public in China: Web-Based Cross-Sectional Survey.

The COVID-19 pandemic is bringing about substantial changes in health care systems, leading to a significant shift toward telemedicine for the delivery of health care services. This study aims to examine the relationship between perceived usefulness and ease of use of telemedicine services and their association with the behavioral intention to use telemedicine. An anonymous cross-sectional survey was conducted in China. Partial least squares structural equation modeling was used to determine significant predictors of intention to use telemedicine consultation. Types of illnesses that favored seeking telemedicine consultation, as well as the most preferred platform for conducting telemedicine consultations, were also investigated. In total, 1006 participants completed the survey. A total of 44.3% (n=446) reported being very likely and 49.3% (n=496) reported being likely to seek telemedicine consultation. Overall, the majority of participants expressed strong agreement or agreement regarding the perceived usefulness of telemedicine. Likewise, the majority indicated strong agreement or agreement when it came to their perception of the ease of using telemedicine. In the partial least squares structural equation modeling, perceived usefulness (β=0.322; P<.001) and perceived ease of use (β=0.118; P=.01) were significantly associated with a higher likelihood of seeking telemedicine consultation. A considerable number of participants expressed willingness to use telemedicine services for various medical conditions, particularly respiratory (n=340, 33.8%), skin (n=316, 31.4%), and musculoskeletal issues (n=316, 31.4%) while showing less interest in seeking telemedicine consultations for reproductive health (n=44, 4.4%) and cancer (n=64, 6.4%). The majority preferred video chat (n=443, 44%) and text chat (n=317, 31.5%) as their most preferred platforms for telemedicine consultation, while a smaller proportion preferred telephone (n=193, 19.2%) and email (n=53, 5.3%). Telemedicine has the potential to play a larger role in China's health care system. The preferences for certain platforms over others may influence service design and implementation.

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

BackgroundMobile 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.ObjectiveTo assess pregnant mothers’ intention to use a mobile phone-based messaging intervention to improve maternal and newborn health in Jimma Zone, Ethiopia.MethodThis 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.ResultTwo 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.ConclusionThe 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.