Adoption of Social Networking Sites Among Older Adults: The Role of the Technology Readiness and the Generation to Identifying Segments

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.