目的：探討產婦對母嬰親善措施的知覺執行程度對純母乳哺育意向的影響。 方法：以便利取樣於北、中部七家醫療院所對產婦及護理人員進行問卷調查，利用SPSS 18.0軟體進行描述性統計、t檢定分析，並以複迴歸、順序羅吉斯迴歸分析其影響因素。 結果：產婦對服務的感受低於期望，且產婦之服務感受與護理人員交付服務感受，亦存在差異性；而「護理衛教指導程度知覺差異」為「持續純母乳哺育意願程度」主要影響因素；影響「持續純母乳哺育時間長短」的主要因素包含「哺餵母乳執行程度知覺差異」、「護理衛教指導程度知覺差異」、「持續純母乳哺育意願程度」三者。 結論：醫院對於母嬰親善措施且支持母乳哺育的醫療政策推廣上有效落實與持續改善，會促使產婦有正面之純母乳哺育意向。

OBJECTIVES: This study explored the impact of the Baby-friendly Hospital Initiative on trends in exclusive breastfeeding. The study examined the outcomes between the impact on breastfeeding rates at the hospital level and implementation of breastfeeding initiation in maternity services. METHODS: Surveys were conducted in 7 hospitals in northern and central Taiwan. SPSS 18.0 software was used to analyze the data using descriptive statistics, t-tests, multiple regression and ordinal logistic regression. RESULTS: The maternal perception of the service was lower than expected. In addition, a gap existed between the maternity service and hospital policy. “The care and health education guide perception gap”was the main factor for“continuing exclusive breastfeeding for those willing.”The impact that effected “continuing exclusive breastfeeding for the duration”included“implementation of the breastfeeding perceived gap,”“care and health education guide perception gap,”and“continuing exclusive breastfeeding for the willing.” CONCLUSIONS: If the hospital supports sustainable improvements and practices on policy promotion, the upward trend on exclusive breastfeeding will increase.