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Background and aims: The relationship between prior breastfeeding experience and the duration of exclusive breastfeeding is of significant interest, but few studies have explored the mechanisms underlying this relationship. The purpose of this study is to address two hypotheses: (a) that attitude and self‐efficacy mediate the relationship between previous breastfeeding experience and the duration of exclusive breastfeeding; and (b) that attitude and self‐efficacy have serial mediation functions in this relationship. Methods: The data collection process was divided into two stages. The original stage included 394 women hospitalized after delivery who completed socio‐demographic questionnaires (including previous breastfeeding experience), the Iowa Infant Feeding Attitude Scale (IIFAS), and the Breastfeeding Self‐efficacy Short‐Form Scale (BSES‐SF). Follow‐up data about duration of exclusive breastfeeding were obtained at six months postpartum. Results: Mediation analysis indicated that previous breastfeeding experience directly affected the duration of exclusive breastfeeding and that the rate of the total indirect effect was 22.878%. Self‐efficacy mediated previous breastfeeding experience and duration of exclusive breastfeeding, whereas attitude and self‐efficacy played the series mediational role between previous breastfeeding experience and duration of exclusive breastfeeding. Cluster analysis supported these results. Conclusions: The duration of exclusive breastfeeding can be promoted by improving breastfeeding attitude and self‐efficacy in women without breastfeeding experience. [ABSTRACT FROM AUTHOR]