Analysis Of The Elderly's Digital Reading Behavior From The Perspective Of Innovation Diffusion

China is in a period of rapid development of population aging.With the fast development of information technology,especially the rapid popularization of internet technology,digitization has also been an unprecedented development.The generation of digital reading not only changes the way people get information,but also provides people with a new way of life.However,despite of the fact that the elderly,who have been relying on traditional media to get information for a long time,get contact with new media due to the popularization of the internet,But this does not eliminate the gap between the elderly and society,young people.In today's society of extremely rich material,the elderly are still the late adopters of digital reading.And the question of whether the elderly can integrate into the digital reading life has become a whole society concerns problem.Therefore,it is obvious that the spiritual and cultural life of the elderly need more social and media attention.Based on this,the study of the elderly and the digital reading problem can promote the diffusion of digital reading in the elderly so that digital reading benefits the elderly.In order to further study the use of digital reading among the elderly,this paper adopts the methods of participant observation and in-depth interview to obtain the empirical data.A research is conducted by summarizing and analyzing the reading behavior characteristics of the elderly in that place with the innovation decision process as a framework,the analysis is from the aspect of mental activity stage of the elderly digital reading and the behavioral stages of the digital reading of the elderly.The study finds that the causes of the digital reading behavior of the elderly canbe analyzed from various elements of innovation diffusion perspectives,namely innovation itself,innovative communication channels,the innovation applicator and the social environment of innovation and innovation applicators coexisting.These factors affect the digital reading behavior of the elderly in different degrees and different stages,and the reading behavior of the elderly is the result of the interaction of these factors.Based on the analysis on the digital reading behavior of the elderly and its causes,the thesis puts forward some suggestions from the perspectives of factors of innovation diffusion.That is to say,the publishing industry should be able to benefit the aged rather than abandon the aged,establish the exclusive channels for the elderly and provide exclusive content for the elderly.