Journal
APPLIED SCIENCES-BASEL
Volume 11, Issue 9, Pages -Publisher
MDPI
DOI: 10.3390/app11094312
Keywords
senior social platform; innovation diffusion; digital literacy; agent-based model
Categories
Funding
- National Key Research and Development Program of China [2017YFB1401201]
- National Natural Science Foundation of China [71671161]
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This study investigates the effectiveness of social platform promotion strategies for the elderly with different levels of digital literacy. It finds that the proportion of passive information receivers (PIRs) has a direct negative effect on market penetration, and moderates the effectiveness of various promotional strategies.
This paper aimed to examine the effectiveness of social platform promotion strategies for the elderly with different digital literacy. Despite extensive research on the development of youth-oriented social platforms, research on the development of social platforms specifically targeting older adults with varying levels of digital literacy is lacking. The elderly population is divided into passive information receivers (PIRs) and active information seekers (AISs) according to their information seeking expertise, and an empirical study was conducted to assess the behavioral characteristics of PIRs and AISs. Grounded in innovation diffusion research and our empirical results, an agent-based model was developed, and the impact of the proportion of PIRs on the macro result of the social platform adoption (i.e., market penetration) and the impact of promotional strategies on market penetration under different proportions of PIRs were analyzed. The results demonstrate a direct negative effect of the proportion of PIRs on market penetration and a moderating effect on the effectiveness of various promotional strategies.
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