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Recently, researchers have explored the medical applications of umbilical cord blood (UCB) to treat certain types of cancer and other disorders. UCB is a hematopoietic tissue that contains a motherlode of cells, and creates the blood cells that carry oxygen, fight infections, and form clots at the sites of injuries. The use of UCB involves fewer ethical and legal problems than other stem cell technology. UCB banking not only involves the creation of a UCB storage bank, but is also a serial process that includes collecting UCB, extracting stem cells from UCB, storing these stem cells in liquid nitrogen at –385°F, and defrosting them if required by their owner. UCB banking service is thus a form of biological insurance, where the reward is an increased chance of good health rather than monetary compensation. Many people have begun to consider the need for public and private UCB banks to preserve cord blood donations. The main purpose of this research is to develop the UCB consumers’ behavior based on the consumer buying behavior model. It clarifies the opinions of Taiwan people about UCB banking, identifies the main factors motivating people to store UCB, and provides the marketing strategies for the UCB banking service.