A TAM-based study on senior citizensʹ digital learning and user behavioral intention toward use of broadband network technology services provided via television

As population aging is a growing phenomenon in the 21st century, products and services aimed at the elderly have emerged one after the other. Great market opportunities in relation to senior citizens have attracted increasing investment from industries. Governments across the globe are making efforts to work out a variety of programs to meet the demands. Among them, the needs for information technology learning, and digital and mental growth are regarded as the focus of future social and economic development. The main purpose of this study is to investigate senior citizensʹ behavioral intention toward using broadband network services provided via television. Based on the technology acceptance model (TAM), a model of senior citizensʹ recognition of digital broadband network service technology available through television will be developed in this paper to establish an empirical understanding of the factors influencing the use and acceptance of innovative technology service products by senior citizens. The results of this study are described in three aspects as follows: 1. perceived ease of use, social norms, mind-stimulating playfulness and product features are variables that have significant positive influence on perceived usefulness; 2. social norms and product features are variables that have significant positive influence on perceived ease of use; 3. perceived usefulness, perceived ease of use, social norms and network externality are variables that have significant positive influence on user behavioral intention.