INTENTION OF PARTICIPATING IN E-LEARNING UNIVERSITY PROGRAMS FOR SENIOR CITIZENS. PROFILE IDENTIFICATION USING SEGMENTATION ANALYSIS/INTENCION DE PARTICIPACION EN PROGRAMAS UNIVERSITARIOS DE MAYORES EN MODALIDAD A DISTANCIA. IDENTIFICACION DE PERFILES MEDIANTE ANALISIS DE SEGMENTACION/INTENCAO DE PARTICIPAR EM PROGRAMAS UNIVERSITARIOS DE ENSINO A DISTANCIA PARA SENIORS. IDENTIFICACAO DE PERFIS ATRAVES DE ANALISE DE SEGMENTACAO

The University Programmes for Older Adults (PUM) provide organised spaces for training, interaction and social relations. The international emergency situation caused by the COVID19 pandemic has meant the almost total closure of this type of programme, limiting contact and personal relations in face-to-face conditions. This situation, together with a powerful and increasingly accessible technological scenario, leads to the assessment of new areas of online training and learning, also for older people. This study aims to explore the intention to participate in a university programme for older people in an online format. This intention can be predicted on the basis of certain socio-demographic and contextual factors or variables. A total of 1633 older adults with an average age of 68.2 years participated in the study, all of them attending 17 PUM sites in the Community of Castilla y Leon. The non-parametric technique of classification trees was used to process the data. Three criterion variables were considered (; ; and ) around which profiles of subjects are configured according to a series of individual sociodemographic, psychographic and behavioural characteristics, all of them considered as predictor variables. The results offer keys to understanding why the elderly accept (or do not accept) this form of participation, identifying profiles or traits that characterise each of the profiles or subgroups of subjects with a greater or lesser predisposition to this type of socio-educational participation, which can serve as a basis for making social and/ or educational policy decisions. KEY WORDS: University Programmes for Older Adults (PUM); Old age; digital technology; Classification trees, Segmentation analysis, hierarchical segmentation Los Programas Universitarios para Personas Mayores (PUM) brindan espacios organizados de formacion, interaccion y relacion social. La situacion de emergencia internacional provocada por la pandemia COVID19 ha significado el cierre casi total de este tipo de programas, limitando el contacto y las relaciones personales en condiciones de presencialidad. Esta situacion, junto a un potente y cada vez mas accesible escenario tecnologico conducen a valorar nuevas areas de formacion y aprendizaje online, tambien para las personas mayores. Este estudio tiene por objetivo explorar la intencion de participacion en un programa universitario de