Abstract
This study aims to evaluate the social impact and returns of the "KhunLook" application, compare its benefits with the mother and child health record book, and examine development approaches from stakeholders' perspectives. Using Willingness to Pay (WTP) assessment and Social Return on Investment (SROI) analysis, the study found that the average WTP is 341.0 baht, with variations across income groups ranging from 342.3 to 441.3 baht. The SROI value from OLS analysis is 8.95 and reaches 11.59 in the high WTP group, demonstrating significant potential for generating social returns. Comparison with the pink book reveals that the application has advantages in convenience and data accuracy but faces limitations in technology accessibility. Factors affecting WTP include income, education, and number of children, with most users (79.12%) preferring one-time payment over monthly or annual subscriptions. The study leads to important policy recommendations, including developing income-based pricing models, integrating with primary healthcare systems, and promoting public-private partnerships, as well as applying new technologies to enhance application efficiency. The findings also emphasize the need for targeted support systems for low-income groups and those with limited technological access, suggesting that continued investment in digital health solutions could yield substantial societal benefits while improving healthcare accessibility across different socioeconomic groups.
