探討Podcast使用意圖之研究(以台灣市場為例)

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/89312

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Title:	探討Podcast使用意圖之研究(以台灣市場為例)
Authors:	蔡依儒;Tsai, I-Ju
Contributors:	企業管理學系
Keywords:	計畫行為理論;人際溝通;社會規範;態度;Podcast(播客)使用者;theory of planned behavior;interpersonal communication;social norms;attitude;podcast users
Date:	2022-07-19
Issue Date:	2022-10-04 11:10:06 (UTC+8)
Publisher:	國立中央大學
Abstract:	先前的研究沒有將社會影響、社交網絡和計畫行為理論(TPB)的觀點結合起來研究台灣地區新媒體的傳播。本研究透過將計劃行為理論(TPB)與社會規範和人際交往的概念相結合，從而解釋了Podcast的使用意圖，並且將這些觀點進行了整合。本研究採用計畫行為理論作為理論框架，試圖了解台灣人聆聽及使用Podcast之意圖，更進一步檢視台灣閱聽人對Podcast的使用行為、態度及來自社交網絡和社會規範的影響。數據收集方法採用問卷調查法，透過網路發放問卷，針對340位有使用及聆聽過 Podcast的使用者進行採樣，並利用結構方程模型(SEM)進行分析，探討這些變數如何影響Podcast使用意圖。研究結果發現，描述性規範對知覺行為控制和態度呈現顯著正向相關;社交網絡溝通頻率對描述性規範和強制性規範呈現顯著正向相關;強制性規範則是對態度呈現顯著正向相關。而知覺行為控制和態度對使用Podcast的意圖產生直接影響;相較之下，描述性規範和強制性規範具有間接影響。;Building on the theory of planned behavior, the purposes of this study are to explore the intention of Taiwan listeners to listen and use podcasts, and further examines the behavior and attitude of Taiwan listeners to use podcasts, as well as the influence from social discourse and social norms. Previous studies did not link the perspectives of social impact, social discourse and theory of planned behavior to study the spread of new media in Taiwan. By combining theory of planned behavior with normative beliefs and concepts of interpersonal interaction, this study explains the purpose of Podcast usage and integrates these perspectives. An online survey was conducted with convenience sampling, which collected data from 340 users who had used or listened to podcasts. The structural equation model (SEM) was used to analyze how these variables affect the intention of using podcasts. The results show that descriptive norms were significant predictors of perceived behavioral control and attitude. The social discourse was an important predictor of descriptive norms and injunctive norms. Injunctive norms were significant predictors of attitudes. Perceived behavioral control and attitude had a direct effect on the intention of using podcasts; descriptive norms and injunctive norms had an indirect effect in contrast.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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