康养体验过程中的感知威胁、自我奖励与身份重构——以月子中心为例

Perceived Threat,Self-Reward and Identity Reconstruction in the Process of Wellness Experience-A Case Study of Postpartum Wellness Hotels

月子中心是高接待和低医护融合的典型康养业态,是观察、反思康养服务发展的绝佳视角。康养体验的前因、意义和影响还有待探讨。文章基于资源保存理论,以月子中心为例,探讨了自我奖励式补偿消费的疗愈功能,以及感知威胁增加了这种补偿消费的应得感,在此过程中,新身份得以获得。研究基于文本主题分析和403份住过月子中心的产后妈妈调查问卷,结果显示,感知威胁正向预测自我奖励动机,自我奖励动机对于新身份获得具有显著影响。研究加深了对康养体验前因、动机和意义的理解,探讨了康养服务作为一种身份过渡空间的意义。

Postpartum wellness hotels represent a typical wellness business model that integrates high hospitality with low healthcare,providing an excellent perspective to observe and reflect on the development of wellness services.The antecedents,significance,and impacts of the wellness experience remain to be explored.Rooted in Conservation of Resources Theory,this study uses postpartum wellness hotels as a case to examine the therapeutic function of self-reward compensation consumption,as well as how perceived threats enhance the sense of deservingness to such compensation consumption,leading to the attainment of a new identity in the process.The research is based on thematic text analysis and a survey of 413 postpartum mothers who have utilized postpartum wellness hotels.The results indicate that perceived threat positively predicts self-reward motives,and that self-reward motives significantly influence the attainment of a new identity.This study deepens the understanding of the antecedents,motives,and significance of the wellness experience,while exploring the role of wellness services as a transitional space for identity.