影響Podcast平台持續使用意圖之研究-以自我決定論與社會資本論探討

Abstract

隨著網際網路的發達，廣播收聽的形式隨之轉變。以往廣播的內容多半由主持方決定，頻道的選擇也較侷限；自2004年Podcast的崛起，因為傳遞內容有著可重複聆聽且不受時地限制的特性，逐漸受到大眾歡迎。當聽眾不再是被動接收資訊的一方，而是進一步能夠主動選擇收聽內容，長期持續使用意圖為何是值得去釐清的。本研究以自我決定理論（自主感需求、關聯性需求、勝任感需求）來探討內在因素，並從社會資本論（任性需求、規範需求、認同需求、義務需求）來探討外在因素，來獲得影響持續使用意圖的因素。本研究透過「問卷調查法」來探究哪些的內在及外在因素是影響持續收聽Podcast，問卷題項包含了七項因素延伸的題目，透過網際網路發放321份問卷，並以描述性統計及回歸分析，來證實彼此之間的正向關係。

本研究的對象以使用Podcast半年以上的閱聽眾為受試對象。研究結果發現：（1）內在因素的自主感需求、勝任感需求及關聯感需求對於使用Podcast滿意度有正向的影響；而勝任感需求及關聯性需求，對於持續使用Podcast意圖有正向的影響；（2）外在因素的信任需求、認同需求及義務需求對於使用Podcast滿意度有正向的影響；而信任需求、規範需求及義務需求，對於持續使用Podcast意圖有正向的影響；（3）滿意度對於持續使用Podcast意圖有正向的影響。

整體而言，研究結果可有效的影響Podcast平台持續使用意圖，從內在與外在因素來做探討，最後給予在未來Podcast或相關平台經營上建議，針對研究的範圍與類型、研究對象及閱聽眾行為。

With the development of the Internet, the form of radio listening has changed accordingly. In the past, the content of the broadcast was mostly determined by the host, and the choice of channels was relatively limited. Since the rise of Podcast in 2004, it has gradually become popular with the public because the content delivered can be listened repeatedly and is not limited by time and place. When the audience is no longer a passive party to receive information, but can further actively choose to listen to the content, it is worth clarifying why the long-term continuous use intention is.This study discusses internal factors with self-determination theory (Autonomy needs, relatedness needs, and competence needs), and external factors from social capital theory (Trust needs, Norms needs, identification needs, and obligation needs) to obtain Factors Affecting Intent to Continue Use. This study uses the "questionnaire survey method" to explore what internal and external factors affect the continuous listening to Podcasts. The questionnaire items include seven extended questions.321 questionnaires are distributed through the Internet, and descriptive statistics and Regression analysis to confirm the positive relationship between each other.The survey object of this study is the audience who have used Podcast for more than half a year. The research results found that: (1) The internal factors of autonomy needs, competence needs and Relatedness needs have a positive impact on the satisfaction of using podcasts; while competency needs and relevance needs have a positive impact on the continuous use of podcasts (2) External factors such as trust needs, identification needs and obligation needs have a positive impact on the satisfaction of using podcasts; while trust needs, normative needs and obligation needs have a positive impact on the intention to continue using podcasts; ( 3) Satisfaction has a positive impact on the intention to continue using Podcast.On the whole, the research results can effectively affect the intention of continuing to use the podcast platform, discuss from the internal and external factors, and finally give suggestions on the future operation of podcasts or related platforms, aiming at the scope and type, research objects and audience Behavior.