Podcast收聽與購買行為研究：使用與滿足理論觀點

Abstract

台灣podcast產業於2020年開始蓬勃發展，出現多種不同類型的節目，收聽量逐年增加同時也吸引許多企業投入podcast領域。在以純語音為基礎的媒體中，廣告是透過podcast的主持人(亦稱為podcaster)的口述來做推廣。本研究主要欲了解podcast主持人對於品牌或產品的宣傳是否會影響聽眾的購買意願。首先，本研究採用使用與滿足(uses and gratification, U&G)理論來探討聽眾收聽podcast主持人敘事的動機。接著調查聽眾對於podcast主持人所感知到的態度同質性(attitude homophily)以及擬社會人際互動(para-social interaction)是否會影響聽眾的購買意願。最後將對應推論(correspondent inference)當作調節變數，探討是否會影響聽眾的購買意願。 本研究透過Facebook以及Telegram相關的podcast社團以及討論室發放問卷。最終收回472份有效問卷來測試本研究所提出的研究模型及假設。本問卷要求填答者須寫出podcast主持人以及其在節目上所推薦的產品或品牌。 本研究基於使用與滿足理論探討聽眾與podcast主持人之間的關係。結果顯示，聽眾對於收聽podcast主持人敘事的滿足感會對態度同質性以及擬社會人際互動產生積極影響。在購買意願的部分，擬社會人際互動會產生影響，態度同質性則沒有。此外對應推論會增強擬社會人際互動和購買意願之間的效果。因此基於研究結果，本研究建議欲投資podcast領域的企業應關注聽眾與podcast主持人之間的關係。

In 2020, Taiwan's podcast industry has begun to flourish, with more and more different types of programs appearing, the listening volume has increased year by year, and at the same time, many companies have been attracted to invest in the podcast field. In this purely voice-based medium, advertising is primarily done through the narration of the podcaster. This study mainly wants to know whether the promotion of brands or products by podcasters will affect the listeners’ purchase intention. First, this research uses U&G (uses and gratification) theory to explore the motivation of listeners to listen to podcasters’ narratives. Second, investigating whether the listeners’ perception of the podcasters’ attitude homophily and para-social interaction will affect the listeners’ purchase intention. Last, the correspondent inference as a moderator to see if it affected listeners’ purchase intention. A total of 472 questionnaires were collected online through Facebook podcast-related groups and Telegram podcast-related chat rooms to test the proposed research model and hypotheses. The respondents of the survey can clearly identify podcasters who recommended brands or products on the podcast.Based on the social media uses and gratification theory, this study explores the relationships between listeners and podcasters. The results show that listeners’ gratification of listening to podcasters’ narrative have positively impacted attitude homophily and para-social interaction with podcasters. In the part of purchase intention, para-social interaction has an impact, but attitude homophily has not. In addition, the correspondent inference would enhance the effect of para-social interaction and purchase intention. Therefore, based on the results, this study suggests that businesses, who are willing to invest in the Podcast field, should pay attention to the relationship between listeners and podcasters.