A STUDY ON THE CONSUMER EXPECTATION AND ERCEPTION IN CONFINEMENT CENTER – A CASE OF KOHSIUNG CITY

• Main Authors: Pei-Yu Tsung, 叢培瑜
• Other Authors: 陳美惠
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/87214655489317433772

碩士 === 元智大學 === 資訊社會學碩士學位學程 === 99 === 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.