The Study of the Social Media User Journey Affecting Technology Acceptance Among Elderly Users in Khon Kaen Province

Abstract

This research aims to: 1) study the user journey and technology acceptance of elderly users in Khon Kaen Province regarding social media usage, and 2) analyze the user journey that influences the technology acceptance of elderly users in Khon Kaen Province. This study employs a quantitative research approach, with a sample group consisting of 400 individuals aged 60 and above in Khon Kaen Province. A convenience sampling method was used to collect data through a questionnaire. The statistical methods used for data analysis include percentage, mean, standard deviation, and multiple regression analysis.

The research findings indicate that most respondents are female, aged between 60 and 69 years. The most commonly used social media platform is Facebook. The primary purpose of using social media is to communicate with family and acquaintances, with users accessing social media daily during the hours of 11:00 AM to 4:00 PM. The study of the user journey of elderly users in Khon Kaen Province shows that the overall usage is at a high level, with significant emphasis on awareness, decision-making, advocacy, consideration, and retention. The study on technology acceptance among elderly social media users in Khon Kaen also reveals that the overall technology acceptance is at a high level, with a focus on perceived usefulness, attitudes toward use, and perceived ease of use. Furthermore, the user journey significantly impacts the technology acceptance of the elderly at a statistical significance level of 05.