Research On The Factors Influencing The Usage Behavior Of Older Users On Tik Tok

According to the data of the 46 th report released by CNNIC,as of June 2020,the size of China’s mobile Internet users reached 932 million,of which 818 million were short video users,accounting for 87.0% of the overall Internet users,and the proportion of Internet users aged 60 and above was 10.3%,exceeding 90 million.The convergence of the two waves of "short video" and "aging" is a social situation that cannot be ignored nowadays,and the elderly,who were originally considered as "digital refugees",are also starting to use mobile.The elderly,who was considered as "digital refugees",are also using mobile video applications and actively integrating into the Internet society.The use of mobile short video by the elderly to actively express themselves and interact socially is of positive significance both from the perspective of enriching the spiritual life of the elderly and improving their quality of life,and from the perspective of promoting the harmonious development of society.This study focuses on the elderly users of Tik Tok,clarifies their current situation,usage characteristics and existing problems in their use,analyzes in depth the specific factors affecting the usage behavior of Tik Tok elderly users,and provides a basis for the proposed optimization strategy.From the audience’s perspective,we conducted in-depth interviews with typical Tik Tok elderly users and used NVivo to extract relevant factors,combined with an UTAUT model to add new observed variables,and constructed a model of factors influencing the usage behavior of Tik Tok elderly users and proposed research hypotheses.Data analysis of the factors influencing the usage behavior of older Tik Tok users was conducted through questionnaires and SPSS to further verify the research hypothesis.The research results showed that: effort expectation,social influence,hedonic theory of motivation,and affiliation motivation had significant effects on Tik Tok elderly users’ willingness to use.And willingness to use and willingness to digitally feed had significant effects on Tik Tok elderly users’ usage behavior,willingness to use had significant effects on the willingness to digitally feed,and age,education,and physical functional status had effects on Tik Tok elderly users’ willingness to use and usage behavior.Based on the findings of the study using a combination of qualitative and quantitative methods,we propose measures to optimize the use of Tik Tok of older adults from three levels.First,raising performance expectations,emphasizing social aggregation,and strengthening social influence to promote stronger commercial development and sustainable operation of the platform.Second,paying attention to reasonable enjoyment and improving the media’s judgment to help.Finally,The aim of the study is to help older people bridge the digital divide and integrate into society,and to help build an "active aging" society by focusing on family support and improving senior citizen education.