| 摘要: | 本研究運用計畫行為理論（Theory of Planned Behavior, TPB），探討產後婦女身體意象與坐月子期間接受到宅美容服務之行為意向及理論。依據開放式問卷填答結果，篩選出前80%顯著信念，再以自編結構式問卷為工具，採立意取樣以北部某醫學中心及其附設區域醫院之產後婦女為研究對象，有效問卷239份。統計方法包括描述性統計、單因子變異數分析、單因子多變量變異數分析、皮爾森積差相關及階層複迴歸分析。
結果發現，研究對象以30-39歲又以生第一胎者居多，教育程度大學為最多，有七成以上為職業婦女，選擇自家坐月子比坐月子中心多。研究對象之身體意象得分為53.74±18.16(總分84分)，對於未來接受到宅美容服務之行為意向趨於保守47.28％。社會人口學變項中坐月子場所與行為意向呈顯著相關（p< .01），但在態度、主觀規範及知覺行為控制外不具影響力，身體意象及社會人口學變項與行為意向間無顯著性相關。
計畫行為理論對本研究行為意向的解釋力達70.3%，知覺行為控制在態度、主觀規範外，顯著地增加對行為意向的預測力（β= .671，p< .001），主觀規範次之，態度最弱。模式內變項均達顯著相關（p< .01），各子信念除依從動機外，與行為意向均達顯著相關(p< .01）。
本研究提供坐月子期間到宅美容服務，以降低產後婦女因身體外形改變造成憂鬱及壓力，以「促進產後婦女身心健康」為目標，「消費者為中心」的設計理論，提供未來美容及健康服務產業擴展服務項目之參考。
Theory of Planned Behavior, was used in this study to explore the behavior intention and its relevance of postpartum women receiving in-house beauty services during doing the month. Based on the results of the open questionnaire respondents were screened out of the top 80% of the significant beliefs, to self structured questionnaire as a tool, using purposive sampling from a medical center in northern Taiwan and its affiliated regional hospital for the study of postpartum women, 239 valid questionnaires. statistical methods included descriptive statistics, one-way analysis of variance (ANOVA), multiple analysis of variance (MANOVA), Pearson product-moment correlation, and hierarchical multiple regression analysis.
The result showed, study population is mostly aged 30-39, gave birth to first child, university education and over 70% are career women, choose to doing the month at home rather than in a confinement center. Study population’s body image score is 53.74±18.16 out of 84. Willingness of receiving in-house beauty services is at 47.28%. Demographic variables in confinement areas was significantly correlated with behavioral intention (p <.01), However, in attitude, subjective norm and perceived behavioral control does not have outside influence, Body image and social demographic variables and behavioral intentions were no significant correlation.
Theory of planned behavior study of the explanatory power of behavioral intention 70.3%, perceived behavioral control in terms of attitude, subjective norm, the significant increase in the prediction of behavioral intention (β = .671, p <.001), followed by subjective norm , Attitude is the weakest. Model reached a significant correlation within the variables (p <.01), imposed in conformity with the child from the motives, beliefs, intentions and behavior each contributed significantly correlated (p <.01).
Under the goal of improving physical and mental health of postpartum women, in-house beauty services can lower the pressure and depression of postpartum women, this study provides a reference for future expansion of service item in beauty and health industry. |
