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The postpartum care service industry became increasingly popular with improving people's economic and living standards and the full liberalization of the national three-child policy. Women's status and consumption powers had undergone substantial changes with the rapid development of their identity. The cultural knowledge of modern women who received higher education would have been more vital to the awareness of self-improvement that made them out of the cage of the traditional role of family care. This study examined fertile women in the Yangzhou area based on their perception because of using confinement care clubs. It established a model based on rational behavior combined with perceived value theory. The purpose of this study was to explore the significant difference in consumption intention of confinement care clubs among groups of control variables of Yangzhou fertile women under the multiple birth policy; to examine the influencing mechanism of fertile women's consumption intention on confinement care clubs based on attitude, perceived value, and sense of social presence, and; to suggest feasible and practical strategies for operating confinement care clubs to improve the user perception and confidence of the group of fertile women in Yangzhou. Four hundred and eighty-one completed questionnaires of women in the age of the period of fertility through online survey platforms by random sampling in January 2023. The results showed fertile women's attitude, perceived value, and sense of social presence impacting their consumption intention on confinement club service. Other intermediate factors of perceived usefulness, perceived ease of use, perceived cost, perceived entertainment, satisfaction, and loyalty affect their perception of the use of the care services.