Research On The Factors Of Social Media Adoption Willingness Of The Elderly In China

With the increasing aging of China,the phenomenon of "empty nest elderly" is not uncommon,and all walks of life are paying more and more attention to the physical and mental health of the elderly.The elderly are becoming more and more important users of social media.However,the characteristics of this group lead to problems that are significantly different from other user groups in the process of using social media.Therefore,it is necessary to study the willingness of the elderly to adopt social media.This paper makes an empirical study on the adoption factors of social media among the elderly in China.By integrating the literature on the adoption factors of social media,this paper summarizes the current research status of social media,the use status of social media by the elderly group,the research status of social strata,and the research status of HLM model.Based on UTAUT,TAM and perceived risk theory,this paper analyzes the adoption factors of social media by users in the elderly group from the perspective of a single user,and draws out such variables as convenience,social influence,perceived risk,perceived ease of use,trust and willingness to use,and constructs a structural equation model.According to the embedding theory,every individual is embedded in the social situation and will be influenced by it.In this paper,considering the limitations of traditional research methods,and intention to use in different social class differences between people,so use HLM whitch explains differences and differences between groups in the group effect on the dependent variable to deal with hierarchical data,and investigate social class in the social media adoption intention factors affect the path at the group level.The author used authoritative scales and designed questionnaires and collect1173 valid data from all over the country.First,SPSS was used to test the reliability and validity of the data,and LISREL was used to test the fitting degree and theoretical assumptions of the model.Then the zero model and regression coefficient model are used at the population level.The results show that perceived risk and perceived ease of use are the primary factors affecting trust,followed by social influence and convenience.Convenience,social influence,perceived ease of use and trust significantly affect the intention of the elderly group to use social media.At the same time,it can be concluded from the HLM that there are two paths for the influence of social class on social media use intention :(1)indirect path.Social class positively regulates the path coefficient of perceived ease of use and trust on use intention.(2)Direct path: Social class directly affects the elderly group’s intention to use social media.