以劇場理論為基礎探討播客廣告效果之研究

Based on Dramaturgical Theory to Explore the Podcast Advertising Effectiveness

王筱棋(Hsiao-Chi Wang)

指導教授 ： 蕭衛鴻

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2022年)

摘要

根據美國市調公司eMarketer預估，2022年的播客收聽人數將會成長至1.24億人，研調機構Edison Research也指出，有56%的美國播客消費者表示可能購買從播客中收聽到的廣告產品，而美國互動廣告局與普華永道的聯合報告所表示，播客廣告收入在2021年超過10億大關，市值達14億美元，並預計2024年將超過40億美元。這股播客熱潮也隨之在台灣逐漸成長，近兩年來台灣的播客節目與聽眾大幅增加，將為相關從業人員與廣告商帶來潛在市場。但國內針對播客的研究還處在教育背景居多，近兩年雖有研究聽眾的使用動機，而對口頭推薦、購買與資訊搜尋意圖仍尚存較大的研究缺口。
本研究擬以劇場理論為基礎，結合資訊系統成功模型及擬社會互動理論，欲探討聽眾收聽播客與播客廣告後所產生之信任，是否對口頭推薦意圖、購買意圖與資訊搜尋意圖有所影響。並採線上問卷方式進行調查，最終回收有效樣本數為309份，以Statistcs SPSS 25及SmartPLS 3兩套軟進行統計分析。研究實證聽眾對播客主的信任與廣告信任對口頭推薦意圖與資訊搜尋意圖有正向顯著影響。其次，透過信任轉移的觀點，發現播客主的信任與廣告信任兩者間確實存在轉移效果。最後，透過本研究之研究結果，提出學術及實務面之研究貢獻與建議，供相關從業人員與未來研究參考依據。

關鍵字

播客廣告 ； 劇場理論 ； 口頭推薦意圖 ； 購買意圖 ； 資訊搜尋意圖

並列摘要

According to the US market research company eMarketer, the number of podcast listeners will grow to 124 million in 2022, and research agency Edison Research also pointed out that 56% of US podcast consumers said they may buy advertising products they hear from podcasts. Furthermore, a joint report by the IAB and PwC, podcast advertising revenue has already exceeded the 1 billion mark in 2021, with a market capitalization of $1.4 billion, and is expected to exceed $4 billion in 2024.This podcast boom has also gradually grown in Taiwan, and the number of podcast programs and listeners in Taiwan has increased significantly in the past two years, which will bring potential markets to relevant practitioners and advertisers. However, domestic research on podcasts is still mostly in the educational background, although the use of the audience has been studied in the past two years, and there is still a large research gap on word-of-mouth, purchase intentions and information seeking intentions.
Based on dramaturgical theory, combined with the information systems success model and the parasocial interaction, this study aims to explore whether the trust generated by listeners after listening to podcasts and podcast advertisements has an impact on word-of-mouth, purchase intentions and information seeking intentions. A valid sample of 309 responses was collected and through Smart PLS and SPSS Statistics for data analysis. The research results show that audience trust in podcasters and trust in advertising have a positive and significant impact on word-of-mouth and information seeking intentions. Secondly, through the perspective of trust transfer, it is found that there is indeed a transfer effect between the trust of podcasters and the trust in advertising. Finally, through the research results of this study, academic and practical research contributions and suggestions are proposed for the reference of relevant practitioners and future research.

並列關鍵字

Podcast Advertising ； Dramaturgical Theory ； Word-of-Mouth ； Purchase Intentions ； Information Seeking Intentions

參考文獻

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