Research On Influencing Factors Of Short Video Use Behavior Of Rural Elderly Group Based On Grounded Theory

With the rapid development of contemporary society,the digital wave and the aging trend gradually converge.According to the 47 th statistical report on the development of China's Internet released by CNNIC,the proportion of the elderly Internet users over 60 has risen to 11.2% by December 2020.Therefore,in the aging society,it is an initiative to improve the media literacy of the elderly and encourage them to connect with the network actively.Short video,with its time,rich content and strong communication,has built a bridge between the elderly and the society.Short video has gradually become the main way of leisure and entertainment of the elderly,and even began to encroach on their personal life.In such a new media environment,what factors have the elderly groups who refuse to integrate into the life of science and technology start to watch short videos,even to the point of obsession? What is the process from the occurrence of usage behavior to the deep use? Can the occurrence and deepening of short video use provide some reference for the elderly to contact with other new media? These problems have a certain practical significance at present.Therefore,in the background of simile culture,aging trend and digital wave,this paper,based on the theory of digital feedback,use and satisfaction and immersion,adopts the research method of root theory,through the in-depth interview of 20 elderly people in Xiaohe Township,Jingbian County,Yulin City,Shaanxi Province,through a semi structured in-depth interview,which transforms the recorded recordings into text materials,and opens up the text data The three-level coding,i.e.format coding,spindle coding and selective coding,is deeply rooted in layers.Finally,five core categories are summarized,including video content,video characteristics,objective conditions,personal influence and willingness to use.Finally,the influencing factors of short video usage behavior of the elderly are found through the analysis of the coding results.The first stage is the occurrence stage,and the short video use behavior is promoted by three factors: the objective conditions and the video characteristics as the external basis and the intention of internal driving.The second stage is the strengthening stage.After the use behavior,the elderly rely on the short video media through immersive experience of video content and satisfying individual needs,so as to strengthen the use behavior.After these two stages,the elderly group has established a deep emotional connection with short video,and externalizes this emotion into behavior,which is reflected in active contact with other new media,active digital feedback,etc.,and transforms from passive acceptance of new media to willingness to actively understand new media.Finally,through the analysis of the influencing factors of the use behavior of short video of the elderly,the paper puts forward corresponding suggestions on the digitization of the elderly group and the use of new media from the platform,family and village committee,so as to make the short video application better meet the needs of the elderly.