Highly Educated Older Digital Reading Behavior And Its Influencing Factors

Under the background of current social aging more hasten is clear, in middle-aged or aged Internet number increases year by year, the use of digital media will greatly enhance the; At the same time, the middle-aged and old Internet population, the improvement of the overall academic level, level of education makes these highly educated elderly people have a relatively strong demand of reading, and reading way gradually from the traditional paper reading shifted to a new type of digital reading. Based on this, studies on the present situation of digital reading behavior for the highly educated elderly groups and the influence factors analysis is particularly important.In order to better understand the highly educated group the present situation of the digital reading behavior, the author based on the diffusion of innovation theory, from the population variables, psychological and social variables, these three aspects to educated the old digital reading behavior put forward the research hypothesis at 8 o ’clock. To hypothesis to early verification, the author through the research method of sampling survey and semi-structured interview of highly educated elderly of aged 60 and above in Shanghai digital reading behavior status and influencing factors of the empirical research.Through data measurement, factor analysis and multivariate regression analysis, the author found that the current rate of elderly digital reading behavior has wide reading education, the digital reading time are lower than ordinary degree in the elderly, the characteristics of digital reading behavior appear degree inversion phenomenon. At the same time reading humanities environment for highly educated the positive and negative influence of the elderly are most significant. To explore reading humanities environment affect how highly educated elderly adoption and use of digital reading behavior, the author combined with semi-structured interview study results, and concludes the following five reasons:First, digital reading lack of humanity, highly educated elderly concerns fragmentation reading will result in loss of deep thinking. Second, highly educated elderly people refuse to be a consumer society and "consumption" and become "one dimensional man"; Third, in the face of the era of information explosion, highly educated elderly people appear disoriented, obstacles in digital reading at the same time use, thus widening the digital divide; Fourth, the national pastime of effective fill the emptiness highly educated elderly retirement age; Fifth, expand social reading highly educated elderly online social network.