Investigation on the Willingness and Influencing Factors of Digital Reciprocity among Digital Natives

Abstract

With the development of China's internet industry and the emergence of new technologies, digital services have been widely utilized, altering production and lifestyles while enhancing societal efficiency. However, the rapid growth of the elderly population has highlighted the issue of the digital divide. To address this challenge, it is crucial to enhance the digital skills of the elderly. The "Digital Feedback" initiative relies on the assistance of young people, who provide solutions, share knowledge, and impart skills to promote the widespread adoption of digital technology among the elderly, thereby reducing the digital divide. By investigating and analyzing the willingness of digital natives to engage in digital feedback, practical references are provided to improve the digital literacy of the elderly and enhance their quality of life. This investigation, combining previous research and semi-structured interviews, employs the UTAUT model and introduces three new variables— "self-efficacy," "intergenerational relationships," and "risk perception"—to construct a model influencing the willingness to engage in digital feedback. A questionnaire was designed for digital natives in Zhejiang Province, and 470 valid responses were collected. Through statistical software analysis, pathways to enhance willingness for digital feedback are proposed, along with suggestions for optimizing solutions to the digital divide among the elderly in the future.