The Influence Factor Of The Elderly Adoption Behavior In Virtual Community

An aging population has become a global problem, especially in China. Since the end of 2013, China has entered the aging society, at present China has become the largest elderly population in the world, and one of the fastest growing countries. With the increase of aging population, how to provide for the aged has become the current problem to be solved of our country. For the elderly, their basic physiological needs and security needs have been met, but very lack of emotional needs. Because children cannot always around them, their friends and loved ones are far apart, can’t contact feelings, and some old people even have lost companion. These old people need concerned from the outside world.With the development of information technology and Internet, the elderly netizens also increased year by year. But the virtual community for the elderly in China group is still in the primary stage of development. To establish the virtual community will be able to really suitable for the elderly users is the key to promote the development of virtual community for the elderly group.After summarizing current network user adoption behavior, the article constructed the theoretical model of virtual community adoption behavior in the elderly, combined with the physiological and psychological characteristics of old people and the characteristics of virtual community based on the technology adoption model. Adopt online and offline questionnaire survey to collect data, and then processing the data to test the model. The study has shown that perceived usefulness, perceived ease of use, perceived loneliness, computer anxiety, altruism, a member of homogeneity, content to attract members, the members of the network interactive and offline interaction has a direct impact on the elderly users’willingness to adopt, and indirectly affect the elderly users’adoption behavior. Besides, offline interaction as the moderator variable, adjusts the old user features and characteristics of virtual community affecting the elderly users’willingness to adopt.