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Adoption of social networking sites among older adults: The role of the technology readiness and the generation to identifying segments

Author

Listed:
  • Patricio E Ramírez-Correa
  • Jorge Arenas-Gaitán
  • F Javier Rondán-Cataluña
  • Elizabeth E Grandon
  • Muriel Ramírez-Santana

Abstract

Older adults can take advantage of social networking sites (SNS). However, SNS are not without the access gap among elders. Assuming that the data are homogenous within the same population may not be precise in social science research. What is known about the heterogeneous nature of older people? Considering this issue and the lack of research to help reflect the heterogeneity of elderly users of technologies, this study aims to identify segments in the use of SNS by the elderly. Data were collected from older Chilean adults. Cluster analysis suggested different profiles of adult users regarding the Technology Readiness Index. We used a hybrid multigroup partial least squares-structural equation model, including the Pathmox algorithm, to identify segments in the structural model. Based on the technology readiness profiles and the generation, we identified three segments with different determinant effects to explain the intention to use SNS: independent elder, technological-apathetic elder, and technological-eager elder. The contributions from this study are triple. First, this study helps to better understand how the elderly adopt information technology. Second, this study complements the existing corpus of research on using the technology readiness index in the elderly population. Third, we used an innovative method to segment users in the acceptance technology model.

Suggested Citation

  • Patricio E Ramírez-Correa & Jorge Arenas-Gaitán & F Javier Rondán-Cataluña & Elizabeth E Grandon & Muriel Ramírez-Santana, 2023. "Adoption of social networking sites among older adults: The role of the technology readiness and the generation to identifying segments," PLOS ONE, Public Library of Science, vol. 18(4), pages 1-21, April.
    • Handle: RePEc:plo:pone00:0284585
    DOI: 10.1371/journal.pone.0284585
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    References listed on IDEAS

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    1. Ramírez-Correa, Patricio & Grandón, Elizabeth E. & Rondán-Cataluña, F. Javier, 2020. "Users segmentation based on the Technological Readiness Adoption Index in emerging countries: The case of Chile," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    2. Andrews, Lynda & Bianchi, Constanza, 2013. "Consumer internet purchasing behavior in Chile," Journal of Business Research, Elsevier, vol. 66(10), pages 1791-1799.
    3. Sára Imola Csuka & Tamás Martos & Mihály Kapornaky & Viola Sallay & Christopher Alan Lewis, 2019. "Attitudes Toward Technologies of the Near Future: The Role of Technology Readiness in a Hungarian Adult Sample," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(06), pages 1-19, October.
    4. Ullmann, Heidi & Sunkel, Guillermo, 2019. "Las personas mayores de América Latina en la era digital: superación de la brecha digital," Revista CEPAL, Naciones Unidas Comisión Económica para América Latina y el Caribe (CEPAL), April.
    5. Jorge Arenas-Gaitán & Begoña Peral-Peral & Maria Angeles Ramón-Jerónimo, 2015. "Elderly and Internet Banking: An Application of UTAUT2," Journal of Internet Banking and Commerce, Nahum Goldmann, vol. 20(01), pages 01-23.
    6. Roland T. Rust & Peter C. Verhoef, 2005. "Optimizing the Marketing Interventions Mix in Intermediate-Term CRM," Marketing Science, INFORMS, vol. 24(3), pages 477-489, December.
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