從產後婦女身體意象對到宅美容服務消費態度之探討

產後婦女身體意象及身心健康已愈來愈受重視，因此如何恢復產前原來的身材與體能對產後婦女來說是個相當在意的課題與需求，本研究之目的在探討產後婦女身體意象與其對到宅美容服務消費態度的相關性。以自擬結構式問卷為工具，採立意取樣以北部某醫學中心與其附設區域醫院之產後婦女為研究對象。研究結果顯示：本研究對象對產後身體意象之平均分為54.56±7.01（滿分84），其中有64.15%對產後身體不滿意，尤其是對腹部及大腿，有92.45%表示對體態的重視；有八成以上研究對象都肯定美容服務對個人身心所帶來的正向效果，但在面對消費態度時，則趨向較保守；透過對身體重視度為中介變項，可使身體意象與消費態度達顯著相關性。綜合本研究可知，發展坐月子期間對產婦提供到宅美容服務消費有其潛在的市場需求性，建議美容服務業可與坐月子中心及產科進行異業結盟，共同提供產婦可近性之身心健康促進服務選擇。

關鍵字

產後婦女；身體意象；美容態度

並列摘要

Nowadays, it pays more attention to body image, physical and mental health of postpartum women. Therefore, how to restore the original shape and physical prenatal against postnatal care for women is a subject of considerable and needs. Based on that premise, the study is to explore the related issues regarding body image of postpartum women, and their attitude toward in-house beauty services. In consideration of the research gist, we use purposive sampling to include the postpartum women in the medical center and its subsidiary regional hospital in the northern part of Taiwan. More, the researchers developed a valid and reliable questionnaire to measure the intended constructs. We find that the study of postpartum body image average score of 54.56±7.01 (out of 84). There were 64.15% postpartum women dissatisfy with their body, especially abdomen and thigh. 92.45% postpartum women said there is emphasis on the body. Most of the affirm the positive result of the in-house beauty services towards their physical and mental health. Yet, when it comes to consumer attitudes towards beauty services, they tend to become more conservative. This study concludes the marketing potentials for in-house beauty services to the postpartum women during their postpartum rest. It is recommended that beauty services, postpartum centers and obstetrics hospitals could develop alliance so as to provide physical and mental health of women choosing to promote accessibility of services.