Fertility support needs of reproductive-age women based on the Kano model and ERG theory: a cross-sectional study

Amidst the declining fertility rate and population aging, providing effective fertility supports for reproductive-age women is urgently needed. Hence, understanding their fertility support needs is paramount. An observational design was implemented and the STROBE Checklist was adhered to ensure the study’s reporting met high-quality standards. The demographic characteristics questionnaire, fertility questionnaire and the questionnaire on fertility support needs based on Kano model and ERG theory were used. A convenience sample of 381 reproductive-age women was recruited from the First Affiliated Hospital of Hainan Medical University and Sanya Maternal and Child Healthcare Hospital in Hainan Province, China. The collected data were analyzed using descriptive statistics and the Kano model. Among the 31 fertility support needs, 3 were classified as Indifferent attributes, 18 were classified as One-dimensional attributes, and 10 were classified as Attractive attributes. In the Predominance Zone, seven needs were identified, all of which belonged to the “Relatedness Needs” dimension and were classified as One-dimensional attributes. The Secondary Improving Zone contained one need from the “Existence Needs” dimension, which was classified as an Indifferent attribute. The Reserving Zone comprised 23 needs, including two classified as Indifferent attributes, 11 classified as One-dimensional attributes, and 10 classified as Attractive attributes. Based on the sensitivity index, the top five needs were Item 16, Item 11, Item 18, Item 19, and Item 15. This study clarified the attributes of 31 distinct needs, analyzed their attribute distributions and sensitivity rankings. The findings offer evidence to support the development of more responsive and person-centred fertility support measures for reproductive-age women.