隨著時代環境變遷及社會型態的改變，從以往大家庭轉變為核心家庭，導致家庭的照護能力隨之下降，使孕產婦於產後馬上陷入乏人照料的窘境，因此到府坐月子所提供之服務已逐漸受女性重視。

女人這一生，生孩子算是大功一件，至少對於傳統的中國家庭來講，我們理所當然的認為是這樣。從十月懷胎到順利分娩，從坐月子照顧初生寶寶，從曼妙身姿到體態臃腫，女人的身體和心理均經歷了一個歷史性的變化！產後要好好坐月子，坐月子的方式也變得多元化。相信孕產婦在家坐月子時都多多少少面對婆婆說有很多禁忌不可做這個，不可做那個，再加上婆婆、 媽媽照顧月子婆媳兩代關於育兒觀念的種種衝突，久而久之，芝麻大小的小事情也可能引發家庭矛盾，導致婆媳關係惡化。坐月子的理念也更為科學合理，最重要的是可以有效地避免家庭成員因照顧孩子和產婦而產生矛盾。

本研究目的如下:
1.探討影響孕產婦選擇T公司到府坐月子方式
2.將以本研究將在孕產婦觀察到的顧客滿意度、品牌形象、關係行銷、知覺風險、服務品質五大面向來分析影響孕產婦選擇T公司到府坐月子之決定性因素。

本研究從蒐集問卷資料，採用的調查方式，範圍是以2017年台北國際婦幼展及高雄婦幼展，台灣各大醫院婦產科孕產婦及來自臺灣婦產科診所孕產婦，和醫院產後護理之家及坐月子中心針對孕婦及家人做問卷，總共發放230份資料，並回收有效問卷200份，有效回收率達86.96%;並運用IBM SPSS Statistics 22與EViews 6.0統計分析軟體來進行資料敘述性統計分析和線性機率模型(Linear Probability Model.LPM)信度與效度之分析因素分析等相關性之檢定用以建立迴歸方程式模型和探討影響孕產婦選擇T公司到府坐月子決定性因素為何。

本研究迴歸分析顯示 Adjusted R-squared 0.7695571，代表這些自變數對數對Y=1或0具有76%的解釋能力; D-W值2.126311，可以判定整體迴歸模型沒有殘差項自我相關的問題。 經由Eviews迴歸實證得到其中的自變數『X7企業社會責任』、『X9專屬客服人員拜訪』、『X12專業能力佳』、『X13安全性』從P值小於0.05且係數為正可以判定對於Y=1(孕產婦再度於一年內願意選擇T公司到府坐月子做為產後護理)呈現顯著的正向影響。然而『X4服務積極滿意度』、『X5具備的專業認證』、『X8家人及親戚的交情與信賴』、『X10家人的影響家人的影響』、『X11品牌知名度』、『X12價格效能(C/P值)所能提供服務的能力』從P值小於0.05且係數為負可以判定對於Y=1(孕產婦再度於一年內願意選擇T公司到府坐月子做為產後護理)呈現顯著的負向影響。

虛擬變數中『D1=1填答者是孕產婦的親友』、『D3=1孕產婦的職業是公營軍公教』、『D5=1孕產婦的家庭平均月收入100.001元以上』、『D6=1孕產婦的年齡是31歲以上』、『D7=1孕產婦住家三公里以內有其他合適的產後護理中心』相較各自的對照組有顯著正向影響力。另外『D2=1孕產婦的產次是第二胎以上』相較各自的對照組有顯著負向影響力。

SUMMARY
With the environmental and social changes over time, there is a growing trend to have a small family or nuclear family around the world, rather than a big family. As a result of family structure change, a woman’s family and parents-in-law may live far away or less likely to take part in the traditional practice of the Chinese postnatal confinement period. A mother goes through a sequence of mental and psychical changes, including being ten-month pregnant, the delivery of the baby, learning how to take care for their newborn, and her body changing. Therefore, postpartum women need Chinese postnatal confinement, known as Zuo yuezi, to recover. Although the ways to do the month for the modern mothers is becoming diverse, the services provided by postpartum nursing centers has gradually been valued by women doing the month at home in the last few years.

The aims of this study are to: 1) Influential Factors of Pregnant Women to
Select T company’s maternal Service at Home
2) analyze the decisive factors that postpartum women choose doing-the-month home service provided by Postpartum Nursing Center T by the relationship marketing, customer satisfaction, perceived risk, and service quality observed from women.

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