陪伴幸福感影響銷售之分析以廣播電台為例

Abstract

隨著數位媒體迅速發展，廣播電台購物模式以主持人與聽眾互動所形成的陪伴關係，依然是近二十年來行之有效且具信任基礎的行銷模式。此購物形式強調人際間的情感連結，透過主持人的陪伴感與幸福感，驅動消費者的購買行為。廣播購物主要仰賴主持人在節目中親自介紹與推薦商品，並透過節目中的互動，深化主持人與聽眾之間的信任與依賴，進而提升購買意願。聽眾透過Call-in等互動方式，參與節目分享使用經驗，形成良性口碑循環，有助於提升節目滿意度與銷售表現。 然而，現有研究多聚焦於電視購物或新媒體行銷，針對廣播媒體中主持人陪伴感如何影響消費者態度與行為之探討仍顯不足。因此，本研究旨在探討廣播節目中主持人之互動風格是否能建立聽眾的陪伴感與幸福感，並進一步影響其購買意向。此外，本研究亦納入「陪伴感」與「幸福感」作為潛在調節變項，分析其在主持人互動與購買行為之間所扮演的角色。 研究結果顯示，主持人風格對聽眾的陪伴感與幸福感具有顯著正向影響，且陪伴感與幸福感顯著提升聽眾的購買意願。廣播電台業者可藉由加強主持人與聽眾之間的互動，深化節目之陪伴效果，進一步強化聽眾的信任感與品牌忠誠度，從而提升整體行銷績效與消費者滿意度。

With the rapid development of digital media, the shopping model of radio stations, which centers on the companionship established through interaction between radio hosts and listeners, remains one of the most effective and trusted marketing approaches over the past two decades. This purchasing behavior emphasizes interpersonal emotional connections, where hosts create a sense of companionship and happiness that drives consumer purchasing intentions. Radio shopping primarily relies on hosts personally introducing and recommending products during programs, fostering trust and dependence through continuous interaction with listeners. Through participatory formats such as call-in sessions, listeners share their product experiences, generating positive word-of-mouth and enhancing program satisfaction and sales performance. However, existing studies have mostly focused on television shopping or new media marketing, while research on how radio hosts’ companionship influences consumer attitudes and behaviors remains limited. Therefore, this study aims to explore whether the interaction style of radio hosts can build a sense of companionship and happiness among listeners, and further influence their purchase intentions. Additionally, this study examines companionship and happiness as potential moderating variables that may affect the relationship between host interaction and consumer behavior. The results indicate that the host’s style has a significant positive impact on listeners’ sense of companionship and happiness, both of which significantly enhance listeners' purchase intentions. Radio station operators can strengthen host-listener interaction to deepen the companionship effect, thereby increasing listener trust, brand loyalty, overall marketing performance, and consumer satisfaction.