A Study of Exploring Listening Willingness and Media Effect on Podcast

Abstract

Under the wave of digital transformation, starting from creating more diverse experiences and listening to the voice of users. Podcast, which has flourished in the Taiwanese social media in recent years, will be a significant change in the future operation. The main purpose of this study is to explore listeners motivation, Podcaster characteristics and Podcast contents induce the influence on listeners’ listening willingness and media effects. The results are shown that when listeners' use media to achieve entertainment satisfaction, it has a positive impact on listening willingness. Podcast make listeners feel that the Podcaster is around, as well as the unique, high-quality, and diverse content of the program will make listeners want to listen to Podcast, lead to multitasking and media substitution. In addition, the behavior of listening to Podcast every day and media substitution by Podcast with more desirable features will result in listeners’ message acceptance to affect behavior and have a positive advertisement attitude. Finally, this study will verify that the questionnaire results were correct and valid through CCA, and use PLS to test parameter estimation, causal relationship between dimensions and overall validity. According to the research findings, we hope the suggestions for the implication and research can contribute to future development in Podcast.