產婦選擇產後照護中心之因素

目的：在過去物質生活匱乏的時代，產後照護中心可提供產後婦女調養身心，因此受到重視，產後照護中心是一個固定成本較高的產業，如在成立之前能夠對不同的市場做不同的服務設計，不但能降低營運風險，亦能提高獲利能力。方法：本研究利用聯合分析探究影響消費者選擇產後照護中心之偏好因素，藉此探討消費者對產後照護中心之偏好，並設計最佳的產品組合提供照護機構之參考。結果：本研究分兩階段進行，第一階段目的在篩選受訪者重視的屬性，研究結果發現：受訪者最重視等級、機構型態、伙食、訪客管理、空調、採光、專業課程與地點八個屬性。第二階段利用成份效用值區隔命名，另外也找出各區隔之屬性相對重要性以及各區隔之最佳產品組合。結論：在產後照護中心的產品規劃以醫院附設最受喜好，並需坐落於市中心交通購物方便，由營養師依個人健康調配飲食設計，在房間設計期望能採光良好，有獨立式的空調設備避免交叉感染，此外對於專業課程安排與訪客管制對於消費者亦是需求因素。

關鍵字

聯合分析法；產後照護中心；市場區隔

並列摘要

Objectives: Postpartum care centers are important because women may convalesce both physically and mentally through the care, rest, and nourishment provided there. Postpartum care is an industry with high fixed costs. Therefore, if a postpartum care center could plan different service schemes for different markets before it opened, it could not only reduce operational risk but also improve its profitability. Method: This study used conjoint analysis to investigate preferential factors that influence consumers' choices about a postpartum care center. By analyzing these preferences, this study identified the best product combination of service schemes for those institutions. Results: This study was divided into two parts. The first step focused on identifying the attributes that interviewees cared about. The eight most important attributes were ranking, institutional type, meals, visitor management, air conditioning, illumination, professional courses, and location. The second step used part-worth utility values to identify the segments. The relative importance of each attribute for each segment was obtained and the best product combination for each segment was determined. Conclusions: This study found that there are many factors affecting a postpartum woman's choice of a care center. Ideal postpartum care would be in a hospital subsidiary care center, located downtown where it is convenient to transportation and shopping, with meals designed by dieticians based on personal health needs. It should provide rooms with sufficient natural lighting and be equipped with an independent air conditioning system to prevent cross infections. In addition, arrangements for child courses and visitor control are also important to potential consumers.

並列關鍵字

conjoint analysis ； part-work utility value ； postpartum care center ； market segment

參考文獻

Cooper PJ,Murray L.(1995).Course and recurrence of postnatal depression. Evidence for the specificity of the diagnostic concept.Br J Psychiatry.166(2),191-195.