坐月子中心的功能性與購買意願關係之研究──以服務期望為中介變項

A Study of Relationship between the Roles of Postpartum Care Center and Purchase Intention – Service Expectation as a Mediator

隨著時代變遷，社會結構由大家庭轉變為核心家庭，導致家庭照護能力隨之下降，使產婦於產後陷入乏人照料的窘境，所以坐月子中心所提供之服務與設備已逐漸受女性重視。本文研究係以女性為研究對象，探討坐月子中心的功能性、服務期望以及購買意願間之關係。正式問卷發放400份，實際有效問卷374份，有效回收率93.75％，繼而進行敘述性統計、因素分析、迴歸分析與中介檢定。研究結果顯示：受訪女性認為坐月子中心的功能性會影響消費者對月子中心的購買意願，且坐月子中心的服務期望扮演坐對月子中心功能性與購買意願間的中介角色。研究發亦發現坐月子中心以客為尊的24小時醫護團隊服務、月子飲食調理餐及產後身心調養對消費者來說是重要的，同時多數的產婦對於房間清潔衛生以及享有通暢的網路連線服務也有較高的期待。

The study is to examine the relationships among roles of postpartum care center, purchase intention as well as service expectation. It also examined the mediating effect of service expectation on roles of postpartum care center and purchase intention. Questionnaires surveys with convenience sampling were applied for data collection. Four-hundred questionnaires were sent to females, with a 93.75% valid returned rate. Research results indicated that （1） roles of postpartum care center can influence its purchase intension; （2） service expectation has mediating effect on roles of postpartum care center and purchase intention. Results also revealed that around the clock professional medical care service should always be available, as well as total body and soul postpartum care with diverse and vital meals delivered. High quality internet connection and hygiene of resting area were also cited as important criteria while choosing postpartum care center.