Objective This study was aimed to assess the willingness to receive prenatal influenza vaccine and explore its associated factors among pregnant women in Taiwan. Design and Sample The study population included pregnant women who received prenatal care from five private hospitals/clinics during 2017-2018 influenza season. Measurements Collected data, including demographics, health-relevant factors, as well as knowledge and attitudes regarding influenza and its vaccine, were analyzed using chi-square tests, Fisher's exact test, and multivariate logistic regression analysis. Results A total of 498 pregnant women completed the questionnaires, 321 (64.5%) intended to receive prenatal influenza vaccine. Among those who were unwilling to be vaccinated, most (88%) had concerns about the adverse events of the vaccine. Four factors were independently associated with willingness, including hospital/clinic (aOR=6.57, 95% CI=1.96-22.04), previous influenza vaccination history (aOR=9.44, 95% CI=5.63-15.83), knowledge (aOR=2.64, 95% CI=1.25-5.55) about, and attitude (aOR=5.99, 95% CI=2.40-14.92) toward influenza vaccination. Conclusions Pregnant women with insufficient knowledge, negative attitudes, or no experience of influenza vaccination, and in remote areas were less willing to receive maternal influenza vaccine. The adverse events and uncertainty regarding the safety of vaccines were the most important factors. The health-care providers should promote or explain risks and benefits of maternal influenza vaccination during prenatal care or outpatient consultation.