坐月子是中國漢族的婦女在生產過後休息調養身心的習俗,隨著時代和社會結構的改變,越來越多的產後婦女透過產後護理中心的消費方式取代傳統居家坐月子。透過此種加入了更多醫療商品化的消費模式,婦女和新生兒能得到更正確且完善的照顧。本研究首先探討台灣產後護理中心沿革;其次透過「消費社會行為」、「醫療服務商品化」與「女性意識」等文獻回顧法瞭解產後護理中心如何成為消費社會中的商品。最後,透過問卷對高雄市目前正於產後護理中心或曾經在產後護理中心坐月子的婦女進行調查,實得有效問卷109份,以重要-表現程度分析法探討產後護理中心消費者期望與知覺差異。研究結果顯示,產後護理中心的興起,可以說是女性意識覺醒的展現,而產婦以「醫療服務商品化」的提供為選擇產後護理中心的首要條件;經過檢視產婦對產後護理中心消費期望與行後知覺差異的結果發現,產婦對於「親屬關係」、「醫療服務」行前期望與行後知覺一致;對於「習性規範」、「附加價值」的行後知覺則大於行前期望;對於「飲食供應」、「整體概念」的行後知覺則是低於行前期望。
Chinese people believe that Chinese tradition of confinement for one month following childbirth is a crucial phase where the new mother can fully optimize her postnatal recovery to strengthen her weakened post delivery condition as well as minimizing an assault of ailments. With social structure change, more postpartum women choose to have their confinement in a confinement center after the delivery of their babies instead of staying at home. Women and newborn babies can experience a complete physical and metal care in the confinement center. First, this study reviews the history of postpartum rest center in Taiwan. Second, literature reviews on social consumer behavior, commercialization of health care services, and female consciousness help to understand how staying in the confinement center has been treated as a kind of consumer product Finally, questionnaires are used to investigate the consumer expectation and perception differences for postpartum women who being or having been experiencing the specialized services afford by the confinement center in Kaohsiung. A total of 109 valid questionnaires were received. Importance-Performance Analysis is adopted and the results show that the rise of postpartum rest center is established on the female consciousness. Moreover, there exists significant differences in consumer expectation and experience and the results indicate that (1) Both “Kinship” and “Medical Service” in the expectation and experience are the same. (2) Both “Habitual Specification” and “Value-added” in the experience is more than expectation. (3) Both “Food Supply” and “Global Concept” in the expectation is more than experience.