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Evaluating public acceptance of the official medicine label and mobile verification application: a mixed-methods study applying the technology acceptance model
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Abstract<sec> <title>Background

The Iraqi pharmaceutical sector faces significant challenges arising from the prevalence of substandard and falsified (S/F) medications, which pose a direct threat to public health safety. To strengthen regulatory oversight, health authorities have implemented national medicine track-and-trace system. However, the ultimate efficacy of these regulatory tools is heavily dependent on public awareness and the level of societal acceptance.

Objective

This study aimed to evaluate acceptance of the official medicine label among Iraqi adults who purchase medicines from private pharmacies and to examine acceptance of the Gudea mobile verification application among respondents with actual app-use experience. The study also aimed to identify key Technology Acceptance Model (TAM)-related determinants associated with the use of these verification tools to combat S/F medicines.

Methods

An exploratory mixed-methods design, guided by the TAM, was employed. Semi-structured interviews with pharmacy customers examined barriers to adoption, followed by a structured survey (Google Form) of Iraqi adult medicine purchasers conducted between November 2025 and March 2026. Qualitative data were analyzed thematically, and quantitative data were analyzed using multiple regression.

Results

The qualitative phase included 15 interviewees, and the quantitative survey involved 553 respondents. Among survey participants, 328/553 (59.3%) reported that they had previously checked the official medicine label before purchasing medicines, while 315/553 (57.0%) agreed or strongly agreed that they regularly checked it. A total of 77.6% agreed that the label enhanced their confidence in Ministry of Health (MOH) oversight, and 75.9% reported that its design and placement made it easy to notice. Seventy participants (12.7%) reported previous use of the Gudea application. Among these users, 71.4% considered the application simple and practical, 85.7% reported that they would be more inclined to use it if recommended by pharmacists, and 74.3% intended to continue using it. In the official medicine label regression ( N  = 553), perceived usefulness, subjective norm, age, and education level were significantly associated with regular label checking. In the exploratory Gudea application regression ( n  = 70), age was the only statistically significant predictor (β = 0.225, p  = 0.026).

Conclusion

Among surveyed participants, the official medicine label was more frequently used than the Gudea application. The findings support the potential value of combining visible physical verification with optional digital verification, while highlighting possible areas for improvement in public awareness, technical performance, and pharmacist-supported engagement. Given the cross-sectional convenience sample and the relatively small app-user subgroup, these findings should be interpreted cautiously and confirmed in larger, more representative studies.

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Publication Date
Sun Apr 02 2017
Journal Name
Journal Of Educational And Psychological Researches
Impact beyond the knowledge when students of the Faculty of education in teaching methods
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Thu Feb 07 2019
Journal Name
Journal Of The College Of Education For Women
Aesthetics third line of the Diversity of his methods in the architecture at Mosques
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The Islamic Arts which include calligraphy and specifically the third line of the greatest
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Publication Date
Wed Sep 01 2021
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International Scientific Congress Of Pure, Applied And Technological Sciences (minar Congress)
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Thu Apr 06 2023
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Sun Mar 05 2017
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Mon Sep 04 2017
Journal Name
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Publication Date
Tue Feb 12 2019
Journal Name
Iraqi Journal Of Physics
Calculated the diffuse and direct parts of global solar radiation in Baghdad city for the period (1983-2005) depending on clearness index by applying the two world models of Liu -Jordan
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Publication Date
Sun Jul 09 2023
Journal Name
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Applying Cognitive Methodology in Designing On-Line Auto-Tuning Robust PID Controller for the Real Heating System
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