Abstract for: What Make Mothers to Touch the Finish Line of Breastfeeding?; Using System Thinking

The research is to identify important diffusion factors and their effects on breastfeeding(BF) diffusion process using system dynamics perspectives and a causal-loop analysis. Through a deep review on previous research, we have found the important factors of BF diffusion process. Career, policy, network effect, supporting system, child rearing expenses had important facilitation on mother attraction and BF diffusion. Based on the review, we have constructed a causal loop diagram explaining BF diffusion process. We have found 3 important balancing loops in the causal loop diagram. Loop for room-in & baby friendly hospital (policy side), loop for network effect(mother side), and loop for cost effect(economy side) had most significant roles in the whole diffusion process. Through a deliberate analysis on the 3 causal loops, we have found meaningful results. First, there seems to exist a critical mass in the diffusion. Second, of the 3 loops, the network effect had most significant role. Third, not cost effective base but policy and supportive side must be a standard to decide whether the critical mass is achieved or not. Based on these findings, several meaningful implications are suggested for the promotion related to the BF.