| Summary: | 碩士 === 國立交通大學 === 管理科學系 === 91 === Umbilical cord blood banking is getting more and more attentions by the public recently. With aggressive marketing campaign hold by the profit cord blood bank, it has become an issue for the expecting parents to consider about saving umbilical cord blood for their newborn babies. Preservation and application of umbilical cord blood would contain some special knowledge and uncertainty, which make this evolving technology and idea under a lot of scrutiny and challenges from the society.
Based on cost-efficiency principle as well as risk-aversion principle the profit blood banks and the customers are constructing an unique market. Where this intriguing balance will go is most interesting to the managers and the scholars.
As a preliminary study, this paper would focus on the correlations between
a. Health consciousness
b. Awareness of the risk of getting a disease
c. Anthropological variances
d. Cognition about umbilical cord blood banking
e. Previous cord blood banking experience
f. Extent of healthy behavior
and the attitude for cord blood banking.
The results show some significant positive correlation between the attitude for cord blood banking and the cognition about umbilical cord blood banking/ previous cord blood banking experience/ extent of healthy behavior/ health consciousness.
The academic implication for this study is real experience in product consumption would reinforce the affect component of product cognition which would cause even stronger attitude. The practical implication of this study would emphasize on that a newly introduced product should go through product cognition enhancement, promotion, product trial to gain a positive feedback from the customers. Finally the anthropological variances seem not so helpful in doing marketing segmentations according to this study.
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