凍卵服務的目標市場與策略： 分析消費者行為以識別推廣方法

Abstract

隨著選擇性凍卵日益成為保存生育能力的可行選項，了解女性在這方面的動機、認知及決策因素，對臨床實務與政策發展而言日益重要。本研究透過問卷調查，分析台灣女性對凍卵的態度，並識別影響其決策的主要人群與心理因素分群。

研究對象涵蓋不同年齡與背景的育齡女性，結果顯示有兩大主要目標群體。第一群為年齡介於25至40歲無子女之女性，特徵包括具備高度科學素養、較低的社會壓力敏感度，並依賴醫療專業資訊作為主要參考。第二群則為已有子女、重視職涯發展且高度受社群經驗與觀點影響的女性。研究結果指出，對凍卵科技有較深入了解並能取得醫學可信資訊者，更傾向考慮此選項；反之，受社交關係與情感故事影響者，則對社會觀感與情緒化訴求較為敏感。

本研究結果對行銷策略、公共衛生傳播與政策設計皆具啟發性。建議包括：針對不同分群進行教育推廣、導入倫理諮詢機制，並透過財務支持與區域整合提高公平與可及性。未來研究可進一步探討伴侶影響、跨文化態度與凍卵的長期成效。本研究為探討台灣生育自主、社會規範與醫療可近性之交織議題提供重要貢獻。

As elective egg freezing becomes an increasingly viable option for fertility preservation, understanding the motivations, perceptions, and decision-making factors among women is critical for informing both clinical practice and policy development. This research presents findings from a questionnaire-based behavioral analysis conducted in Taiwan, aimed at exploring women’s attitudes toward egg freezing and identifying key demographic and psychological segments influencing their decision-making.

The study surveyed a diverse sample of reproductive-age women and revealed two distinct target groups. The first group comprises child-free women aged 25–40 who demonstrate high scientific literacy, low sensitivity to social stigma, and a strong reliance on medical professionals for information. The second group includes women who already have children, are career-driven, and are significantly influenced by the opinions and experiences of their social networks. The data suggest that women with greater understanding of egg freezing technology and access to medically credible information are more likely to consider the procedure. Conversely, those influenced by relational factors are more responsive to social proof and emotional storytelling.

These findings inform strategic implications for marketing, public health communication, and policy design. Recommendations include developing segmented educational outreach, implementing ethical counseling frameworks, and offering equitable access through financial support and regional integration. Future research is encouraged to explore longitudinal outcomes, partner influence, and cross-cultural attitudes toward fertility preservation. This study contributes to a growing body of literature that seeks to bridge the gap between reproductive autonomy, societal norms, and healthcare accessibility in Taiwan.