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研究生(外文):TSAI, LI-WEI
論文名稱(外文):Exploring Audience's Intention to Subscribe to Podcast Channel by Affective Events Theory and Coherence Theory of Decision
指導教授(外文):CHANG, FANG-KAI
外文關鍵詞:PodcastSubscription intentionAffect stateAffective events theoryCoherence theory of decision
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在自媒體中,Podcast的聲勢突然大漲,甚至成為了現今的新興風潮。Adler Berg (2021)透過定性訪談驗證了創意工作者努力爭取的三個關鍵因素,即商業、自主和發現。即便如此,Podcast的訂閱模式卻仍在探索階段。此外,探討行為決策之研究幾乎都是以理性角度進行的,而忽略情感對人們決策的影響。因此,我們參考Adler Berg (2021)的維度框架,轉化為收聽Podcast的屬性(廣告侵入性、內容優勢和聲譽),並開發一個結構模型來檢驗理性(感知價值)和非理性(情感狀態)維度對訂閱意圖和分享/推薦意圖的影響。研究是從各大社群媒體進行樣本收集,受測者均為一個月內收聽過Podcast頻道的聽眾,並使用SmartPLS 軟體對該模型進行檢驗。Podcast的選擇屬性會對感知價值和情感狀態造成影響,進而驗證了這個維度框架的有效性。如同決策一致性理論的觀點,感知價值和情感狀態會共同影響聽眾的行為決策。重要的是,驅動聽眾付費訂閱Podcast的最大因素為感知價值,也就是訂閱頻道的意圖取決於收聽體驗的好壞。本研究除了填補實證的空白,還透過結構模型對決策一致性理論的觀點進行驗證,為有關情感狀態的文獻做出了貢獻。
Podcast is booming in the self-media market, and it is now all the rage. Adler Berg (2021) through qualitative interviews to verify three key factors that creative workers strive for, i.e. commerce, autonomy and discovery. Even if, the subscription model of Podcast is still in the exploration stage. Also, research on behavioral decision are almost done from the perspective of rational, while ignore the affect influences on people’s decision. Therefore, we refer to Adler Berg’s dimensional framework, translating into the attributes selection of listening to Podcast (i.e. intrusiveness of advertising, content advantage and prestige), and develop a structural model to examine the effects of rational (perceived value) and irrational (affect state) dimensions on subscription intention and share/recommend intention. This study is sample collection from social media, and use SmartPLS to test the model. Podcast’s attributes selection effect perceived value and affect state. Then, the availability of dimensional framework is verified. As the coherence theory of decision, perceived value and affect state both influence listeners’ decision making. Importantly, the biggest factors driving listeners to subscribe is perceived value. That is, intention of subscribe to channel depends on the quality of the listening experience. This paper fills this empirical gap, and to test the coherence theory of decision through a structural model, contributes to literature on affect state.
第一章 緒論 1
第二章 文獻探討 4
第一節 理論架構 4
第二節 PODCAST的選擇屬性 7
第三節 情緒反應與情感狀態 12
第四節 感知價值 15
第五節 訂閱意圖 17
第六節 分享與推薦意圖 19
第三章 假設推論 21
第一節 研究架構 21
第二節 假說 21
第四章 研究方法 26
第一節 操作性定義與題項發展 26
第二節 數據收集 32
第三節 共同方法變異檢測 32
第五章 結果與分析 33
第一節 人口統計分析 33
第二節 各構面統計分析 38
第三節 檢驗研究模型 42
第四節 效果分析 48
第六章 討論 49
第七章 結論 52
第一節 理論貢獻 55
第二節 實務貢獻 56
第三節 限制性與未來研究 57
參考文獻 58
附錄A 研究問卷 69

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