The aim of the present study is to design a consumer behavior model of pregnant mothers in choosing a specialist doctor. The research method is applied in terms of its purpose and mixed (qualitative-quantitative) in terms of implementation. The statistical population of the qualitative part of the study consists of 20 pregnant mothers from the middle and upper classes of Mashhad who have experienced their first pregnancy, which is a snowball sampling method. The quantitative statistical population consists of 384 pregnant mothers who were selected as samples using a purposive and judgmental sampling method. Data collection in the qualitative part was carried out through semi-structured interviews and in the quantitative part, a researcher-made questionnaire. For analysis in the qualitative part, phenomenological analysis with a Claise approach was used for text data analysis, and in the quantitative part, SPSS and Lisrel software were used. The results of the qualitative research showed that 45 codes were identified in the form of 18 sub-themes and 9 themes, which include the characteristics of the gynecologist, introducing friends and acquaintances, dynamism at work, having hardware and equipment, insurance and salary laws, physician up-to-dateness, criterion-centeredness, establishing positive relationships with patients, and development-centeredness. The results of the quantitative part showed that the personal characteristics of the physician affect the consumer behavior of pregnant mothers in choosing a gynecologist. The way the physician provides medical services affects the consumer behavior of pregnant mothers in choosing a gynecologist. The characteristics of the relationship between the physician and the patient affect the consumer behavior of pregnant mothers in choosing a gynecologist.