商务传媒学院知识库

科技与社会的进步意义其一，就是让数字发展成果不断惠及人民，因此欠发达地区农村中老年群体的媒介使用应当被看见和听见。作为我国乡村渗透率最高的移动短视频应用，快手APP兼具娱乐和社交双重属性，吸引着农村中老年人更多地加入到使用的行列中。本研究选取快手APP这一媒介，通过定性和定量的方法，分析了静宁县城川镇农村中老年群体网络媒介接触与利用的主要影响因素。利用整合型技术接受与使用模型理论（UTAUT2）对影响农村中老年群体快手APP使用的因素进行探究，并对原模型先后进行两次调整完善，加入数字反哺、社会性动机两个变量，减除社会影响、价值价格变量，最终构建出适宜于本文研究的模型。经过数据统计与分析，研究发现绩效期望、努力期望、享乐动机、数字反哺、便利条件、习惯、社会性动机对快手APP农村中老年用户的使用意愿具有显著正向影响，而社会影响和价值价格则对快手APP农村中老年用户的使用行为不具有显著正向影响。

本研究通过实证分析，以期帮助欠发达地区的农村中老年人丰富日常生活，削弱数字屏障，融入网络环境，强化社会链接，也可为研究欠发达地域空间内的中老年人媒介使用提供范式和参考。

One of the significance of science and technology and society is to keep the results of digital development continuously benefiting the people. Therefore, the medium of medium and elderly groups in rural areas in the developed regions should be seen and heard. As a mobile short video application with the highest rural penetration rate in my country, Kuaishou APP has both entertainment and social dual attributes, attracting more rural and elderly people to join the ranks of use. This study selected the medium of Kuaishou APP. Through qualitative and quantitative methods, it analyzed the main impact factors of the contact and utilization of network media in the rural and elderly groups in Chengchuan Town, Jingning County.Use integrated technology to accept and use model theory (UTAUT2) to explore the factors that affect the use of fast -moving apps in rural areas, and make two adjustments and improvement of the original models. Social influence and value price variables finally build a model suitable for research in this article. After data statistics and analysis, research has found that performance expectations, hard expectations, hedonal motivation, digital nursery, convenience conditions, habits, social motivation have significant positive impact on the use of the use of young and elderly users in the fast -handed app in rural areas, and social impact and value prices It does not have a significant positive impact on the use of fast -growing apps in rural areas.

Through empirical analysis in this study, in order to help rural middle -aged and elderly people in underdeveloped areas enrich their daily lives, weaken the digital barrier, integrate into the network environment, and strengthen social links. and provide a paradigm and reference for the study of media use by middle-aged and elderly people in underdeveloped regions.