Influencing Factors And Optimization Pathways Of Digital Reading In The Elderly From The Perspective Of Generation Differences

With the continuous popularization of the internet,the scale of the elderly netizens will keep growing and the elderly have increasingly become an important participant in digital reading.Most of the previous studies regarded the elderly as a "Whole" and did not recognize the differences brought about by gender,age,region,experience,values,etc..Based on the perspective of inter-generational differences,this study not only focuses on the elderly over60 years old,but also includes the "Prospective-elderly" who are about to enter the old age stage.This study has combined with the characteristics of the development of our times and social changes,to form a critical period of values named(the 15-year-old boundary is defined in this study),divided into three different generations,these include the generation that grew up during the revolution and the founding of the People’s Republic of China,the generation that grew up during the Cultural Revolution,and the generation that grew up during the period of reform and opening up.In order to better understand the attitudes and behavioral intentions that affect intergenerational older people in digital reading,the study used the technology acceptance model(TAM)as the basis for developing a scale for older people in both Guangzhou and Meizhou,Guangdong Province,through the distribution of questionnaires to obtain 363 valid questionnaires.Use SPSS 26.0 software for descriptive statistical analysis and multiple hierarchical regression analysis.The results are as follows:(1)The demographic variables of education,job status,parent-child relationship and physical function affect the intergenerational reading attitudes and behavioral intentions of the elderly,among them,physical function is the key factor.(2)Perceived usefulness and perceived ease of use have significant effects on the attitudes of the elderly in different generations,among which perceived usefulness has the greatest impact on attitudes.Perceived usefulness,perceived ease of use,and use attitude also had significant effects on the digital reading behavior intention of the elderly of different generations,and the use attitude had the greatest impact on the behavior intention.Combined with the current development of digital aging in our country,it is found that the number of digital elderly-oriented products is relatively small and the variety is relatively homogeneous,which cannot fundamentally meet the diversified needs of the elderly for digital reading.At the same time,there is a mismatch between product supply and demand,and a digital ageing-friendly market dedicated to serving the elderly has not yet been formed.This paper expounds the optimization path of future aging service from the four dimensions of seeking commonness,market segmentation,digital feedback and barrier-free integration,showing that the elderly-oriented should be a kind of service,not only in the upgrading of smart device applications,but also need to consider the whole experience of the elderly.