“Will You Buy It If They Recommend It?” Exploring the Antecedents of Intention to Purchase Podcaster-Endorsed Items

IF 5.1 3区管理学 Q1 BUSINESS

Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-07-01 DOI:10.3390/jtaer19030082

Yi-Ting Huang, Anson Gong

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引用次数: 0

Abstract

The diverse content of and ease of listening to podcasts have made podcasts popular, particularly during the COVID-19 pandemic. Advertisers have begun to recognize their marketing potential and are now hiring podcasters to recommend their products. This study sought to determine the factors influencing podcast commitment, parasocial interaction (PSI), and the intention to purchase podcaster-endorsed items. It was conducted in Taiwan with a sample size of 578 participants and an online questionnaire. Structural equation modeling and mediation analysis were applied to the collected data from the perspective of uses and gratifications theory. We found that podcast commitment is positively related to edutainment, storytelling transportation, and social engagement. Social engagement is positively related to PSI, while storytelling transportation has a negative relationship with PSI. Additionally, there is a strong positive correlation between podcast commitment and PSI and both factors positively influence the intention to purchase podcaster-endorsed items. PSI also significantly moderates the positive relationship between podcast commitment and the intent to buy podcaster-endorsed items.

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"如果他们推荐，你会购买吗？探索购买播客推荐商品意向的先决条件

播客内容的多样性和收听的便捷性使其大受欢迎，尤其是在 COVID-19 大流行期间。广告商已开始认识到播客的营销潜力，并开始聘请播客推荐他们的产品。本研究试图确定影响播客承诺、寄生社会互动（PSI）和购买播客推荐商品意愿的因素。研究在台湾进行，样本量为 578 人，采用在线问卷调查。从使用和满足理论的角度，对收集到的数据进行了结构方程建模和中介分析。我们发现，播客承诺与寓教于乐、故事运输和社会参与正相关。社会参与与 PSI 呈正相关，而故事运输与 PSI 呈负相关。此外，播客承诺与 PSI 之间存在很强的正相关性，这两个因素都会对购买播客代言商品的意愿产生积极影响。PSI 还能明显调节播客承诺与购买播客代言商品意向之间的正相关关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Theoretical and Applied Electronic Commerce Research BUSINESS-

CiteScore

9.50

自引率

3.60%

发文量

期刊介绍： The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.