聽眾對於播客上廣告之態度探討

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/52684

Title:	聽眾對於播客上廣告之態度探討 An Investigation of Listeners’ Attitudes towards Advertisements on Podcasts
Authors:	Schaefer, Rafael Oliver
Contributors:	全球商務碩士學位學程碩士班
Keywords:	Attitude towards Advertising Podcast Podcast Advertisement
Date:	2022
Issue Date:	2023-07-06 10:43:56 (UTC+8)
Abstract:	Podcasts have grown in popularity in recent years. With the growing demand and supply of podcasts, the new medium is increasingly used an advertising channel. A study was conducted to comprehend how listeners feel about advertisements heard on podcasts because this greatly determines the effectiveness of the ads. Additionally, prior research on the subject is scarce due to the recency of podcasts. Firstly, the aim of the study was to measure listeners’ attitudes in six dimensions (pleasure, lack of disturbance, acceptance, informational value, perceived quality and trust) which were identified from secondary research. Secondly, the study also examined whether attitudes differ significantly between groups of different genders, ages or listening intensities. It was also hypothesized that having a more positive attitude would correlate with a lower tendency to skip ads. Data was collected using a quantitative survey with a sample of 101 participants and then analyzed using SPSS. The results show that attitudes towards podcast advertising are generally rather negative. Although the majority accepts ads to get the content for free, ads are still found to be unpleasant and disruptive to the listening experience. As a result, most listeners report skipping ads always or often. This seems to be a general opinion as no significant differences were found between different genders, age groups or listening intensities. However, a significant correlation between attitude and the tendency to listen to advertisements was confirmed. This underscores the important role listeners’ attitudes play in determining advertising effectiveness. In summary, advertisers should carefully compare (the reach of) podcasts to other advertising channel options, especially given the high likelihood and ease of skipping ads.
Appears in Collections:	[English Program of Global Business] Thesis

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