Date of Award

Spring 2023

Thesis Type

Open Access

Degree Name

Honors Bachelor of Arts

Department

Business

Sponsor

Dr. Stacey Dunn and Dr. Serina Al Haddad

Committee Member

Dr. John Houston

Committee Member

Professor Tres Loch

Abstract

This study aims to understand the industry potential of the mental health mobile tool market and articulate how it intersects with consumer attitudes to determine the viability of digital tools in the mental health space. Themes regarding the prevalence of mental health concerns, the role of technology, and the ethics of integrating technology into mental healthcare can be found throughout the study. Market research was conducted to understand the industry in terms of the Porter’s Five Forces framework, recognizing low supplier power, a medium threat of new entry, and a high threat of substitution, competitive rivalry, and buyer power. A survey was conducted to assess consumer attitudes towards digital tools for mental health, which play a significant role in determining the industry’s potential to compete with substitutes, gain buyer interest, and stand out against rivals. Utilizing a taxonomy to analyze qualitative results from 201 participants illustrates that key concerns of consumers include privacy, human complexity, validity and danger, and that consumers are most optimistic about the increased accessibility, gained assurance, and ease that digital tools provide. Statistical analyses testing correlations and differences in groups emphasize the importance of recognizing a target audience, tailoring to underrepresented groups, and recognizing the vulnerability of the population at hand when creating a viable mental health mobile tool.

Rights Holder

Dar Bejerano

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