Proceedings of the 2023 7th International Seminar on Education, Management and Social Sciences (ISEMSS 2023)

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Research on influencing factors of elderly Douyin adoption and Use behavior: based on Diffusion of innovations theory and Uses and Gratifications theory

Authors
Changhua He1, *, Mengyao Yu1, Lijun Shi1, Yuhan Deng2
1School of Arts and media, Yunnan College of Business Management, Yunnan, China
2International Art Exchange College, Shangdong University of Arts, JInan, China
*Corresponding author. Email: gs62159@student.upm.edu.my
Corresponding Author
Changhua He
Available Online 31 October 2023.
DOI
10.2991/978-2-38476-126-5_94How to use a DOI?
Keywords
older adults; Douyin; adoption and use; innovation; demand
Abstract

The Douyin platform is popular among users of diverse ages, including the elderly. This study utilized the diffusion of innovations theory and the uses and gratifications theory to analyze the factors that influence the aged population's adoption and use of Douyin and to provide relevant improvement suggestions and marketing strategies. A questionnaire survey was conducted among 400 Douyin users who are 60 years or older in Beijing, and the data were analyzed using SPSS and AMOS. The study found that relative advantage, compatibility, complexity, entertainment, and self-expression are significant, whereas trialability, observability, and interpersonal maintenance are insignificant. Through this research, the Douyin platform can better understand the needs of the ageing population and provide more tailored products and services. Additionally, other institutions can also refer to these marketing strategies and suggestions to better serve the ageing population.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 7th International Seminar on Education, Management and Social Sciences (ISEMSS 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
31 October 2023
ISBN
10.2991/978-2-38476-126-5_94
ISSN
2352-5398
DOI
10.2991/978-2-38476-126-5_94How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Changhua He
AU  - Mengyao Yu
AU  - Lijun Shi
AU  - Yuhan Deng
PY  - 2023
DA  - 2023/10/31
TI  - Research on influencing factors of elderly Douyin adoption and Use behavior: based on Diffusion of innovations theory and Uses and Gratifications theory
BT  - Proceedings of the 2023 7th International Seminar on Education, Management and Social Sciences (ISEMSS 2023)
PB  - Atlantis Press
SP  - 845
EP  - 852
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-126-5_94
DO  - 10.2991/978-2-38476-126-5_94
ID  - He2023
ER  -