Research On Influencing Factors Of Adoption Of New Media Medical Services For Middle-aged And Elderly Population Based On UTAUT

When describing the cultural lag,Ogburn mentioned that the change of social material culture is always faster than the speed of people adapting to culture,thus causing cultural imbalance.With the media changes of traditional medical services,the new media behaviors of the middle-aged and elderly groups,who are susceptible to cultural disorders,deserve attention.This article focuses on the adaptability of this quasi-aging group to new media medical services,and takes the use of new media registration system as an example to study its behavior status and influencing factors.On the basis of research at home and abroad,this paper sets up an integrated model of influencing factors from the perspectives of individual psychology,environment,media and demography of the middle-aged and elderly groups,and combines social psychology UTAUT,communication use and satisfaction,digital divide and Andersen theory.Through empirical analysis,this paper discusses the cognitive behavior of the middle-aged and elderly groups on the new media medical service,user portrait,mining the key factors that affect their adoption behavior,reflecting on the power ethics issues behind it in combination with technical rationality,and finally puts forward some suggestions for operation and communication according to the research conclusions.This article mainly adopts the questionnaire survey method,supplemented by in-depth interviews.SPSS software was used to analyze the reliability and validity of 366 valid questionnaires,descriptive statistics,chi-square test,variance analysis and LSD test,independent sample T test and binary logistic regression analysis.The research found that:(1)the middle-aged and elderly groups are in a crucial stage of adaptation to new media medical services.High awareness coexists with low conversion rate of behavior,and the "last kilometer" of cognitionbehavior has not been completely opened.The degree of application of function to service is far lower than that of information to service,and there is a cocoon of utility.(2)Educational background and urban and rural areas are the core attributes of portraits of middle-aged and elderly users.For the elderly urban groups,the cultural level brings about great differences in behavior.For rural groups,the influence of cultural level is almost negligible.Rural users tend to be younger,while urban users tend to be older.(3)Performance expectation and Society influence have the strongest influence on the adoption behavior of the middle-aged and the elderly.The second is effort expectation,risk perception and media literacy,while individual innovation and facilitate conditions are not significant.In particular,it should be emphasized that in performance expectation,the behavior persuasion with usefulness and comparative advantage is of the greatest significance;At present,the influence of the Society mainly comes from the "middle-aged and elderly groups".Due to the perception bias of feedback demand,the influence of the "primary group" is declining.Further development of the discourse role of the primary group is of great help to the health communication effect.(4)This paper also finds that there is a "window paper effect" among the behavioral factors of the middle-aged and elderly people,which reflects that there is considerable effect space for behavioral intervention and health transmission aimed at the silverhaired population.Based on research findings,this paper finally puts forward relevant suggestions from the aspects of product aging design,healthy communication,social support and service innovation to enhance the practical significance of this paper.