Journal of Marketing Science ›› 2019, Vol. 15 ›› Issue (1): 18-27.

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Cultivating Health Habitus: The Case of User Education on WTAPP

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

  1. 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

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