Influencing Factors Of Douyin Digital Migration Behavior Based On Grounded Theory

In the nationwide short video carnival,the elderly are imperceptibly joining the Internet wave,and the number of people who have access to the Internet is increasing indexation every year.In the post pandemic period,the aging and upgrading of society have made the Internet highly permeated into various daily scenarios.The elderly have a high frequency of using mobile phones,which has become a rigid demand for the elderly population’s daily life.More and more elderly people have a strong desire to access the internet,gradually becoming familiar with the use of digital products such as mobile phones,and transitioning from "digital refugees" to "digital immigrants".Therefore,this paper will take the aging population and the digital wave of short videos as the research background,use literature,in-depth interviews and Grounded theory and other research methods,take the form of in-depth interviews with "digital immigrants" in the elderly group to understand their experience of contacting and using Douyin short videos,sort out and integrate the words of conversation,carry out concept extraction and three-level coding,and through open coding Repeated concept extraction and sorting of spindle coding and selective coding,and summarizing three core categories of user factors,social factors and product factors,it is concluded that media literacy,technical acceptance,physical function and use and satisfaction are the user influencing factors of the elderly "digital immigrants" ’willingness to use Douyin.Realistic conditions,social communication and family feedback are the environmental factors affecting the willingness of elderly "digital immigrants" to use Douyin.Video features,platform features and new circle of friends are the platform influencing factors of the elderly "digital immigrants" ’willingness to use Douyin.Among them,user factors directly drive their willingness to use Douyin from within individuals.As external conditions,environmental factors provide practical technical support and channel communication for the elderly "digital migration",while the characteristics of the Douyin platform of product factors further strengthen the willingness of elderly users to use.After conducting an on-site inspection of the elderly’s usage process and clarifying the main influencing factors of the environment,products,and users’ willingness to use "digital immigration" for the elderly,relevant aging suggestions are proposed for the future development trend of the elderly population using new media such as short videos from three aspects: government support,platform optimization,and community family cooperation.