Abstract

The field of FemTech, encompassing technological solutions for women's health, has seen significant growth globally. However, studies examining the elements that drive the sustained use of FemTech applications, particularly within the Indian setting where matters related to women's health and sanitation are heavily overshadowed by societal taboos, remain scarce. To find the factors influencing Indian women's intention to continue using FemTech apps, we constructed a theoretical framework by integrating insights from users’ reviews of popular FemTech apps. We then aligned the emerging topics identified by BERTopic, a topic modeling technique, with constructs from both the ‘Diffusion of Innovation Theory’ (DOI) and the ‘Technology Acceptance Model’ (TAM), and proceeded with qualitative investigations with FemTech app users. Our findings indicate that participants frequently described Perceived Usefulness, Perceived Ease of Use, and Perceived Enjoyment as influential in shaping their intention to continue using FemTech apps. Observability was mentioned less often and appeared to play a more limited role, while Complexity was rarely brought up, suggesting it was not a prominent concern for continued use. These findings offer valuable insights for app developers, government officials, and policymakers in devising strategies to enhance users' commitment to using such apps and promote the overall well-being of female health. By uniquely employing a qualitative approach to thoroughly explore factors derived from Information Systems (IS) theories and insights gathered from app reviews, and focusing on the superstition-influenced society of a developing nation, our study establishes itself as a groundwork for future exploration in this area.

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