| With the aggravation of the aging process,the life of the elderly have been paid more and more attention by the academic circles.Under the background of digital society,media has become a tool for the elderly to understand and connect with the world.While enjoying convenience,it also requires the elderly users to constantly improve their media literacy.To study how older people accept the new media,short video Apps such as Tik Tok were used as research media,retired elderly people over 55 years old were taken as the research object.To study the motivation,obstacles and overcoming strategies of the elderly in using short video APPs,the scale was constructed for the first time through literature review,in-depth interview and questionnaire survey.In this study,a total of 16 Tik Tok users were interviewed and 400 valid questionnaires were collected.Through literature combing and coding the interview text,14 items of motivation,26 items of obstacles and 19 items of overcoming strategies were obtained.The scales of motivation,obstacles and overcoming strategies were constructed by confirmatory factor analysis.Motivation can be divided into four dimensions,namely leisure and entertainment,information acquisition,social connection and personal realization.The obstacles are divided into five dimensions,including personal factors,technical attitude factors,media factors,interpersonal factors and economic factors.Overcoming strategies are divided into three dimensions:individual strategy,government and media strategy and interpersonal strategy.In order to reveal the predictive validity of the three scales on usage behavior,regression analysis method was adopted in this paper.The results showed that motivation,obstacles and overcoming strategies could explain 55.5%,26.8%and 50.5%of usage behavior,respectively.Finally,the research results,research implications,research contributions,research shortages and research prospects are discussed. |
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