研究背景：随着我国家庭结构的改变，托育服务逐渐成为0-3岁婴幼儿家庭的一项重要需求。我国0-3岁婴幼儿家庭托育服务发展起步较晚，市场供给与市场需求之间存在较大差距，亟待提升托育服务质量，满足0-3岁婴幼儿家庭的托育服务需求。现有研究对于0-3岁婴幼儿家庭的托育服务支付意愿和影响因素研究相对较少，且主要侧重于支付意愿与家庭经济条件、托育服务价格之间的关系探究，对于感知行为控制、主观规范等与支付意愿的关系探究不足，需要进一步加强相关研究，为托育服务高质量发展提供参考。
研究目的：本研究基于计划行为理论，结合对0-3岁婴幼儿家庭的调查展开研究，旨在揭示0-3岁婴幼儿家庭家长对托育服务的需求、使用现状，并探究0-3岁婴幼儿家庭对托育服务的支付意愿及影响因素。通过这一研究，期望为托育服务机构提供有针对性的地进建议，同时为政策制定者提供参考。
研究方法：本研究采用了问卷调查法，对1653个0-3岁婴幼儿家庭展开调查。内容涵盖了家庭基本情况、托育服务需求、托育服务使用情况、基于计划行为理论的各维度分析四个部分，其中基于计划行为理论的维度调查中，涵盖了态度、感知行为控制与主观规范三个部分的内容。数据整理后运用描述性分析、相关分析和多元回归分析对有效数据进行分析。结合对数据的梳理，分别对托育服务使用情况、托育服务需求情况和托育服务的影响因素等进行分析。
研究结果：本次研究共收集有效问卷1653份，参与调查的1653个家庭中，父亲占45.70%，母亲占54.30%。托育服务使用需求来看，71.60%的表示有使用托育服务的需求。说明整体托育服务的需求较强，使用过托育服务的人数为276人，占总人数的16.70%，而未使用过托育服务的人数则高达1377人，占比83.30%，说明托育服务的利用率并不高。已经使用的托育服务中既有早教机构，也有亲子课堂等，呈现出多元化的特点。托育服务的安全性、距离、费用等是家长考虑的主要因素。托育服务需求中，育儿津贴和弹性工作时间/方式是家庭最为期待的政策支持，百分比分别为50.60%和46.30%；全日托服务的需求最为显著，频率为268次，百分比达到59.40%。半日托服务的频率为218次，百分比为48.3%；不同家庭特征的支付意愿在年龄、父母学历与户口类型、孩子主要照料者的教育水平、孩子父母的就业状态、家庭总收入几个特征上存在支付意愿的显著性差异；托育服务支付意愿的相关性和回归分析结果表明，态度、主观行为规范、感知行为控制与托育服务支付意愿呈正相关，是影响支付意愿的三个关键因素。
研究结论：本研究针对0-3岁婴幼儿家庭托育服务需求进行了深入探讨，研究发现托育服务支付意愿在主要照料者的教育水平、父母的就业状态、家庭总收入这些因素上存在差异性。此外，父母态度、主观行为规范和感知行为控制，是影响托育服务支付意愿的三个主要变量。本研究得出的具体研究结论如下：其一，托育服务使用意愿和实际利用存在差距；其二，托育服务需求呈现出多元化特征；其三，托育服务支付意愿呈现出差异性特征；其四，父母态度正向影响托育服务支付意愿；其五，感知行为控制正向影响托育服务支付意愿；其六，主观规范正向影响托育服务支付意愿。基于研究发现，本研究提出了对应的建议，具体有提升托育服务利用率、满足家庭托育的多元化需求、满足不同家庭差异性需求、优化父母对托育服务的态度、强化父母购买托育服务的信心、增强外界对父母决策的支持力度。

Background: With the changing family structure in China, childcare services have gradually become an important need for families with children aged 0-3. The development of childcare services for these families started relatively late in China, and there is a significant gap between market supply and demand. Therefore, it is urgent to improve the quality of childcare services to meet the needs of these families. Existing research on the willingness to pay for childcare services among families with children aged 0-3 and its influencing factors is relatively limited, and mainly focuses on exploring the relationship between willingness to pay and family economic conditions, as well as the price of childcare services. However, there is insufficient exploration of the relationship between perceived behavioral control, subjective norms, and willingness to pay. Further research is needed to provide references for high-quality development of childcare services.
Aims: Based on the Theory of Planned Behavior and combined with surveys of families with children aged 0-3, this study aims to reveal the demand and current usage of childcare services among these families. Additionally, it explores their willingness to pay for childcare services and the influencing factors. Through this research, we hope to provide targeted suggestions for childcare service institutions and references for policymakers.
Thesis Type: According to the "Basic Requirements for Master's Degree Theses in Social Work Professional Degrees Nationwide (April 2022 version)", this paper belongs to the analysis and research on the willingness to pay for childcare services among families with children aged 0-3 in the field of family social work activities.
Methods: This study comprehensively adopts methods such as questionnaire surveys. Using quota sampling, 1653 families with children aged 0-3 were surveyed. The content covers four parts: basic family information, demand for childcare services, usage of childcare services, and analysis based on various dimensions of the Theory of Planned Behavior. The survey based on the dimensions of the Theory of Planned Behavior covers attitudes, perceived behavioral control, and subjective norms. After data collation, descriptive analysis, correlation analysis, and multiple regression analysis were used to analyze the valid data. Combining the sorting of data, the usage, demand, and influencing factors of childcare services were analyzed separately.
Results: A total of 1,653 valid questionnaires were collected in this study, and of the 1,653 families that participated in the survey, fathers accounted for 45.70% and mothers for 54.30%. In terms of the demand for childcare service use, 71.60% indicated a demand for childcare service use. This indicates that the overall demand for childcare services is strong. The number of people who have used childcare services is 276, accounting for 16.70% of the total, while the number of people who have not used childcare services is as high as 1,377, accounting for 83.30%, which indicates that the utilization rate of childcare services is not high. The childcare services that have been used include both early childhood education institutions and parent-child classes, showing a diversified character. The safety, distance and cost of childcare services are the main factors considered by parents. Among the demands for childcare services, childcare allowance and flexible working hours/methods are the policy supports that families are most looking forward to, with percentages of 50.60% and 46.30% respectively; the demand for full-day childcare services is the most significant, with a frequency of 268 times and a percentage of 59.40%. The frequency of half-day care services was 218 times, with a percentage of 48.3%; there were significant differences in willingness to pay across family characteristics in several characteristics of age, parental education and hukou type, education level of the child's primary caregiver, employment status of the child's parents, and total family income; the results of correlation and regression analyses of willingness to pay for child care services showed that attitudes, subjective behavioral norms, perceived Behavioral control are positively correlated with willingness to pay for child care services and are three key factors influencing willingness to pay.
Conclusion: This study provides an in-depth examination of the demand for childcare services for families with infants and toddlers aged 0-3 years old, and finds that willingness to pay for childcare services varies across the factors of primary caregiver's level of education, parent's employment status, and total family income. In addition, parental attitudes, subjective behavioral norms, and perceived behavioral control, were the three main variables affecting willingness to pay for child care services. The specific research conclusions drawn from this study are as follows: first, there is a gap between the willingness to use childcare services and the actual utilization; second, the demand for childcare services presents diversified characteristics; third, the willingness to pay for childcare services presents differentiated characteristics; fourth, parental attitude positively affects the willingness to pay for childcare services; fifth, perceived behavioral control positively affects the willingness to pay for childcare services; and sixth, subjective norms positively affect the willingness to pay for childcare service willingness to pay. Based on the findings, this study puts forward corresponding recommendations, specifically to improve the utilization rate of childcare services, meet the diversified needs of family childcare, meet the differentiated needs of different families, optimize parental attitudes toward childcare services, strengthen parental confidence in purchasing childcare services, and enhance external support for parental decision-making.