消费者医疗健康惯习的培育：以WT糖尿病管理APP为例

营销科学学报 ›› 2019, Vol. 15 ›› Issue (1): 18-27.

消费者医疗健康惯习的培育：以WT糖尿病管理APP为例

刘茜，许高翔，贾思雪，王娴

刘茜，清华大学经济管理学院市场营销系副教授，E-mail: liuxi@sem.tsinghua.edu.cn。
许高翔，清华大学经济管理学院市场营销系博士研究生，E-mail: xugx.18@sem.tsinghua.edu.cn。
贾思雪，上海外国语大学国际工商管理学院工商管理系讲师，E-mail: s.jia@shisu.edu.cn。
王娴，清华大学经济管理学院市场营销系博士研究生，E-mail: wangx8.15@sem.tsinghua.edu.cn。

出版日期:2019-03-30 发布日期:2020-09-12
基金资助:
本研究得到国家自然科学基金项目（71702107）的资助。

Cultivating Health Habitus: The Case of User Education on WTAPP

Liu Xi , Xu Gaoxiang , Jia Sixue , Wang Xian#br#

Liu Xi, School of Economics and Management, Tsinghua University.
Xu Gaoxiang, School of Economics and Management, Tsinghua University.
Jia Sixue, School of Business and Management, Shanghai International Studies University.
Wang Xian, School of Economics and Management, Tsinghua University.

Online:2019-03-30 Published:2020-09-12

摘要/Abstract

摘要： 基于社会学理论，在慢性病管理中，医疗健康惯习决定了患者能否合理利用医疗机构提供的资源，从医疗服务中获取更大价值，以切实改善自身微观的健康福利水平。本研究探讨了新型医疗机构如何利用技术上的优势，推动用户在日常生活情境中克服思维和行为的惯性，实现有效的慢性病自我管理的问题。本研究聚焦一家为糖尿病患者提供数字医疗服务的科技企业，分析了这家企业发布在移动客户端的用户教育文本数据，解析了其中呈现出来的分散性疾病管理实践、综合性疾病管理实践，厘清了其中的长效意义结构。以此为基础，本研究指出了类似服务企业为促成用户医疗健康惯习养成而实施干预的方向。

关键词: 慢性病管理, 医疗健康惯习, 数字医疗服务, 用户教育

Abstract: From the viewpoint of theories on cultural capital, health habitus determines the extent to which people tap into the resources and services that healthcare organizations provide for the sake of their own health well-being. This study explores the approaches that technology-centered healthcare organizations might adopt to facilitate self-management of chronic disease patients through transforming their health-related dispositions. By conducting textual analysis on the user education discourse of a service provider specializing in diabetes, this study identifies the disperse practices and the integrated practices and interpret the underlying meaning system, consistent with the self-management model to the studied firm’s business. This study suggests actions that other mobile technologies-enabled healthcare providers may take to cultivate health habitus among clientele.

Key words: Management of chronic diseases, Health habitus, Digital medical service, User education

刘茜 , 许高翔 , 贾思雪 , 王娴. 消费者医疗健康惯习的培育：以WT糖尿病管理APP为例[J]. 营销科学学报, 2019, 15(1): 18-27.

Liu Xi , Xu Gaoxiang , Jia Sixue , Wang Xian. Cultivating Health Habitus: The Case of User Education on WTAPP[J]. Journal of Marketing Science, 2019, 15(1): 18-27.