Podcast廣告影響購買意願之關鍵因素 — 以置入性廣告為例

Abstract

台灣目前有86% 以上的聽眾支持 Podcast 廣告置入型態的獲利模式（2020，SoundOn），可以知悉台灣聽眾對Podcast置入性廣告的接受度很大，目前許多品牌也開始紛紛將Podcast當作其品牌曝光的管道之ㄧ，然而Podcast置入性廣告是否能夠有效提升購買意願，一直是許多廣告商及品牌主想深入了解的議題。因此，本研究除了人口統計變項外，主要探討兩個部分，其一是針對Podcast的主持人風格，探究其來源可信度之專業性、可靠性、吸引力對聽眾購買意願的影響；其二是針對Podcast置入性廣告的風格，探討擬社會互動、娛樂性、資訊性對聽眾購買意願的影響。 本研究採網路便利抽樣，針對台灣地區的民眾進行調查，最後問卷總計回收 1135 份。研究結果發現，專業性、可靠性、吸引力、擬社會互動、資訊性皆對購買意願有顯著正向影響，唯獨娛樂性並未對購買意願有顯著正向影響。除此之外，於問卷第二部分所探討的可靠性構面中，讓聽眾感到「值得信賴」與購買意願的相關性最高；而第三部分，擬社會互動此構面中的讓聽眾感到「屬於群體」也與購買意願的相關性最高。並且，本研究尚發現，女性為Podcast主要聽眾，且收聽動機主要是覺得內容有趣好玩而想收聽，至於在頻道的表現中，以「呱吉」的知名度最高、「好味小姐開束縛我還你原形」的整體評價最高、「吳淡如人生實用商學院」的忠誠度最高。

More than 86% of listeners in Taiwan support the embedded advertising in Podcast (2020, SoundOn), so it is clear that the audience in Taiwan is very receptive to advertising in Podcast. However, the question of whether Podcast ads are effective in increasing purchase intention has always been an issue that many advertisers and brand owners want to know more about. Therefore, this study focuses on two parts: one is related to the style of Podcast hosts, and explores the influence of their expertness, trustworthiness, and attractiveness of source credibility on listeners' purchase intention; the other is related to the style of Podcast embedded advertising, and explores the influence of social interaction, entertainment, and information on listeners' purchase intention. This study was conducted with convenience sampling in Taiwan, and 1135 questionnaires were returned. The study found that professionalism, reliability, attractiveness, social interaction, and informativeness all had a significant positive effect on purchase intention, except for entertainment. In addition, the reliability dimension in the second part of the questionnaire, making listeners feel 'trustworthy' had the highest correlation with purchase intention, and the social interaction dimension in the third, making listeners feel 'belonging to a group' also had the highest correlation with purchase intention. Moreover, this study also found that women are the main listeners of Podcast, and their main motivation for listening is to get pleasure from Podcast. As for the channel's performance, '呱吉' had the highest popularity, '好味小姐開束縛我還你原形' had the highest overall rating, and '吳淡如人生實用商學院' had the highest loyalty.