Understanding Consumption Motivation In Confinement Centres Through In-Depth Interviews And Nvivo Analysis

Abstract

The effectiveness and benefits of postpartum care centers, as a scientifically sound alternative to traditional postpartum confinement at home for mothers and newborns, have been demonstrated. Yet, the adoption and popularity of these centers differ widely among countries and even within diverse ethnic groups in the same country. Additionally, a notable lack of academic research in this area underscores a significant gap in scholarly exploration. The main objective of this study is to explore the motivations that drive women to consume the Confinement Centre services. This research employed semi-structured, in-depth interviews with eight postpartum women who had previously lived in the Confinement Centre. Utilizing NVivo 20 as the research tool, conducted a series of analytical methods on interview data to ultimately identify the key themes related to consumption motivation. The findings revealed that the consumption motivation for Confinement Centre service usage can categorized into five sub-dimensions; innovative functional motivation, individual motivation, social motivation, expected eudaimonic well-being, and financial well-being. Keywords: Confinement Centre, Consumption Motivation, Functional Motivation, Individual Motivation, Social Motivation, Expected Eudaimonic Well-being, Financial Well-being.