Drivers of podcast usage other than use & gratification: A task–technology fit perspective

Abstract

Multiple studies have examined the use of podcasts, and most have employed the uses and gratifications (U&G) theory to understand why individuals adopt this medium. The current study regards multitasking as a primary demand and employs the task–technology fit (TTF) theory to assess whether the focal technology of podcasts effectively fits the requirements of multitasking scenarios. We also consider person–technology fit (PTF) and explore whether the alignment between individual preferences (auditory and control needs) and technological characteristics affects individuals’ usage behavior. To investigate these aspects, we conducted an online survey in Taiwan and collected 315 responses. The path analysis results reveal that podcast usage is predominantly influenced by TTF, followed by U&G and PTF (auditory and control factors). The configuration analysis further shows that PTF-auditory and U&G may serve as substitutable drivers of podcast adoption. Interestingly, low usage intention does not necessarily imply the absence of U&G motivations. This study contributes to podcast research by highlighting the fulfillment of multitasking needs as a key advantage of podcasts. Our findings challenge the traditional dominance of U&G theory, suggesting that TTF plays a more significant role in podcast adoption than previously assumed. By integrating TTF and PTF, this study provides a more comprehensive framework for understanding digital media consumption. These insights not only refine podcast adoption research but also offer practical implications for content creators and platform developers seeking to enhance user engagement in multitasking contexts.