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| Title: | 以擬社會互動理論與廣告價值模型探討Podcast廣告效果
Exploring the Advertising Effect of Podcast with the Parasocial Interaction Theory and the Advertising Value Framework |
| Authors: | 呂宗翰
Lu, Tsung-Han |
| Contributors: | 陳憶寧
Chen, Yi-Ning
呂宗翰
Lu, Tsung-Han |
| Keywords: | Podcast廣告
廣告價值模型
擬社會互動
廣告態度
購買意圖
Podcast Advertising
Parasocial Interaction Theory
Advertising Value Framework
Purchase Intention
Advertising Attitudes |
| Date: | 2024 |
| Issue Date: | 2024-08-05 14:10:48 (UTC+8) |
| Abstract: | 近年，Podcast的熱度及討論程度持續燃燒，且在各領域被廣泛使用於品牌及產品行銷。同時，2022年5月，台灣本土Podcast平台SoundOn、Firstory不約而同都推出「動態廣告」(Dynamic Ad Insertion, DAI)功能顛覆原有 Podcast廣告市場，因此，本研究將在台灣Podcast生態發展更趨完整的情況下，以廣告價值模型結合擬社會互動理論及其前置變數探討Podcast廣告效果。
本研究採用問卷調查法，經立意抽樣後，共回收433份有效問卷，並使用結構方程式(Structural Equation Modelling, SEM)來驗證變相間的因果關係。
本研究發現，Podcast廣告的娛樂性、資訊性、可信性對廣告態度有正向影響，而干擾性對廣告態度有負向影響，擬社會互動程度、擬社會互動前置變數: 聲音吸引力、社交吸引力皆對擬社會互動有正向影響，Podcast廣告態度對購買意圖有正向影響。同時，亦發現Podcast廣告的資訊性也對購買意圖有正向影響。
因此，本研究建議業者及Podcaster錄製節目及廣告時，應特別注重廣告內容的娛樂性，且應站在消費者與閱聽人的角度思考，何種產品訊息才是消費者最需要的，才更能夠直接影響消費者的購買決策。再者，Podcast廣告資訊在能幫助聽眾更了解產品的情形下，就有機會提高聽眾及消費者的購買意圖。
建議Podcaster能夠持續發展分眾議題，深化自己與聽眾的黏著度，進而讓閱聽眾認為與Podcaster所擁有的特質具有越高的相關性;而廣告主則能增加對於分眾行銷的力道，讓擬社會關係透過Podcast載體，能夠具有更全面的發揮。
In recent years, the popularity and discussion of Podcasts have continued to rise. In May 2022, Taiwan's local Podcast platforms SoundOn and Firstory both introduced "Dynamic Ad Insertion" (DAI) function, disrupting the original Podcast advertising market. Therefore, this study will explore the advertising effectiveness of Podcasts in Taiwan by combining an advertising value framework with the parasocial interaction theory and its antecedents, in a more complete development of the Podcast ecosystem in Taiwan.
This study employed a questionnaire survey method, and after purposive sampling, a total of 433 valid questionnaires were collected. Structural Equation Modelling (SEM) was used to verify the causal relationships between variables.
This study found that the entertainment, informativeness, and credibility of podcast advertisements have a positive impact on advertising attitudes, while advertisements irritation has a negative impact on advertising attitudes. The parasocial interaction degree and parasocial interaction antecedent variables - voice attractiveness and social attractiveness - all have a positive impact on parasocial interaction. Podcast advertising attitudes have a positive impact on purchase intention. Additionally, it was also found that the informativeness of podcast advertisements has a positive impact on purchase intention.
Therefore, this study suggests that operators and podcasters should pay special attention to the entertainment value of advertising content when recording programs and advertisements. They should also consider from the perspective of consumers and listeners, what product information is most needed by consumers, in order to more directly influence consumers' purchasing decisions. Furthermore, when podcast advertising information can help listeners better understand the product, there is an opportunity to increase the purchasing intent of listeners and consumers.
It is suggested that podcasters continue to develop niche topics, deepen their connection with listeners, and make audiences feel that they have a higher relevance to the qualities possessed by the podcaster. Advertisers can focus on increasing the impact of niche marketing, allowing parasocial relationships to have a more comprehensive impact through the podcast medium. |
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| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
111464054 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111464054 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
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