| Summary: | 碩士 === 國立交通大學 === 管理學院經營管理學程 === 105 === In the era when double income family has grown to be the mainstream, the social construction of intensive mothering, a ideology of parenting style that involves intense and constant love, attention, and mental stimulation given to a child by his or her mother, has created guilt and pressures to the working mothers and therefore enhanced consuming behavior accordingly.
For the purpose of understanding the unique consumer behavior in the maternal and infant industry, the study has deconstructed various industry phenomena through the aspect of social-cultural context. And hopefully players in this industrial chain, especially brand vendors focus on niche market, could use the result as a reference to plan its strategy under the challenge of low birth date and aged society.
Combining Sociology theory with actual case study, the research has showed how parenting habits, earnings and environmental effects driven the growth of intensive mothering, and how intensive mothering has changed mothers’ consuming behavior.
The study also provided an empirical study of Taiwan maternal and infant industry by reconstruct Taiwan’s social-cultural changes, family composition and the evolution of parenting conceptions, as well as new technology involved in the industrial changes. Results found that mother’s consuming behavior model could be influenced by relationship marketing including social media, authority opinion and government policy.
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