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    題名: 台灣Podcast聽眾收聽動機與訂閱行為研究
    Motives and Subscription Behaviors of Taiwanese Podcast Users
    作者: 侯貝臻
    Hou, Pei-Chen
    貢獻者: 白佩玉
    Bai, Pei-Yu
    侯貝臻
    Hou, Pei-Chen
    關鍵詞: podcast
    動機
    訂閱行為
    決策疲勞
    podcast
    motive
    subscription behavior
    Decision Fatigue
    日期: 2021
    上傳時間: 2021-08-04 16:34:32 (UTC+8)
    摘要: 　　2020年被稱為台灣的Podcast元年，不論在Podcast節目或是聽眾數量上都有爆發性的成長，讓越來越多企業試圖透過Podcast獲得導購率或達到品牌宣傳的效果，而高度的成長也使各大Podcast平台都積極尋找適合的獲利模式。本研究結合國外文獻與深度訪談，了解台灣Podcast聽眾的收聽動機與訂閱行為，除了找到Podcast產業得以快速且持續成長的理由之外，也在觀察受訪者對於Podcast可能即將收費的反應態度中，推導出較適合台灣Podcast產業平台方與節目方的獲利模式。
    　　本研究針對8位年齡介於23至32歲且經常收聽Podcast的受訪者，進行一對一深度訪談，研究結果歸納如下：

    1. 台灣Podcast聽眾選擇收聽平台（如：Apple Podcast、Spotify）的因素：
    （1）推薦人的介紹：大部分的受訪者在最一開始聽從推薦人的介紹所接觸的Podcast平台，會漸漸變成收聽習慣的一部分而沿用下來；推薦人可能是身邊的朋友、喜歡的Facebook粉絲專頁或者社群媒體上的網路紅人等。
    （2）認知失調：認知失調主要發生在消費者的購後行為，本研究中的認知失調主要發生在Spotify的用戶，他們大部分皆有使用過Apple Podcast的經驗，但因為在Spotify上已有付費行為，所以增加Spotify的使用時間會讓他們覺得所花的錢更值得。

    2. 台灣Podcast聽眾的收聽動機：
    （1）知識的累積，
    （2）生活的儀式感，
    （3）擬社會人際互動，
    （4）多工任務時的陪伴。

    3. 台灣Podcast聽眾訂閱行為特色：
    （1）他人的推薦是訂閱行為的主要來源。
    （2）收聽多久才選擇訂閱，男女有別，男生需要花較長的時間做是否要訂閱的評估，女生則幾乎在收到推薦後直接訂閱。
    （3）不會查閱節目的星評，網路評價也不影響訂閱的意願，因為Podcast收聽情境大部分在多工任務或通勤時，且Podcast內容的好壞具主觀性，即便聽到不符合需求的內容頂多取消訂閱就好，試錯成本較低，所以聽眾較相信自身收聽後的對節目的評價。
    （4）本研究中的每位受訪者在打開收聽Podcast的平台後，基本上都是從已訂閱的節目清單中最新的集數去挑選想聽的內容，且大多數的受訪者都不願主動嘗試陌生開發Podcast節目，因為不想在多工任務的情境下再花許多時間做要聽什麼節目的決策，於是產生自願從簡的行為──基於信任而訂閱節目，並相信該節目能夠持續提供符合需求的內容。
    （5）聽眾少有取消訂閱的行為。

    4. 台灣Podcast聽眾對收費的想法：
    （1）節目需展現內容的獨特性。
    （2）節目所推出的Podcast內容大部份都是基於創作者自身的想法，因此若聽眾無法預期付費後節目內容的品質，可能會影響其對節目的信任，而降低付費意願。
    （3）以整個Podcast收聽平台作為收費單位可能較為可行。

    綜合上述研究結果，本研究提出Podcast的經營建議如下：
    1. 平台方：
    （1）以單集Podcast的討論區取代平台的評分機制，除了讓聽眾有機會針對單集的內容交流想法外，也有利於創作者方找到更適合其客群的內容
    （2）針對平台端設計月費或年費制度
    （3）針對節目端設計小額贊助、等級會員制度

    2. 創作者/節目方：
    （1）與其他創作者合作：由於聽眾較少有自己主動陌生開發新節目的行為，主要都是透過他人的推薦接觸新節目，因此與其他人的合作不僅能夠提高自身節目的能見度，也維持原有聽眾的新鮮感
    （2）增加與聽眾的互動：創作者可以藉由互動調整節目的定位或Podcast的主題，甚至加深與聽眾的擬社會人際互動，而聽眾也會在一次次的互動中增加與創作者的羈絆
    2020 was regarded as Taiwan’s Year One for podcasts. There’ve been explosive growths in both podcast programs and podcast listeners which inspires more and more companies to obtain conversion rate and do brand promotions through podcast industry. The tremendous growth also makes many podcast platforms look for better business model.
    A total of 8 listeners who are aged between 23 to 32 and usually (more often than not) listened to at least one podcast episode a week in the last two months were identified and interviewed.

    The results are summarized as follow:

    1. Factors of choosing platforms for Taiwanese podcast listeners:
    (1) recommendations from relatives and friends, podcasters and KOL on social media
    (2) cognitive dissonance

    2. Motives for Taiwanese podcast listeners:
    (1) accumulated knowledge
    (2) a sense of ceremony in life
    (3) Parasocial interaction
    (4) a companion for multitasking

    3. Characteristics of subscription behaviors for Taiwanese podcast listeners:
    (1) Recommendations from other people are the driving force of subscription behaviors.
    (2) Males and females spend different times on subscription decisions; males spend longer time on evaluating a podcast programs while females usually subscribe programs soon after they are recommended.
    (3) Ratings on App or comments on internet won’t influence their willingness to subscribe.
    (4) Decision fatigue resulting from the diversity of podcast drives listeners to subscribe and they trust the subscribed programs would continuously provide contents meeting their need.
    (5) Few listeners have unsubscription behaviors.

    4. Opinions on paying for subscription for Taiwanese podcast listeners:
    (1) Podcast programs should show uniqueness in their contents.
    (2) Unpredictability of provided contents may affect listeners’ trust.
    (3) Taking the podcast flatform rather than a mere podcast program as a charging unit may be more feasible.

    In conclusion, the advices for managing podcast business are as follow:
    1. Podcast platform:
    (1) Replace the rating system with a comment area for every episode.
    (2) Design monthly or annual fee.
    (3) Design small amount donation system or membership for podcasters.
    2. Programs/Podcasters:
    (1) Cooperate with other podcast programs/podcasters.
    (2) Have more interactions with listeners.
    參考文獻: 一、中文書目
    INSIDE (2020)。Podcast 有多少商業潛力？解析聽眾消費行為。上網日期：2021年4月29日。取自：https://www.inside.com.tw/article/20683-Taiwan-first-podcast-industry-survey-report-03?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+inside-blog-taiwan+%28%E7%B6%B2%E8%B7%AF%E8%B6%A8%E5%8B%A2%E8%A1%8C%E9%8A%B7%E8%88%87%E9%96%8B%E7%99%BC%29
    SoundOn (2020)。2020 H1台灣Podcast產業調查報告。上網日期：2021年4月29日。取自：https://docsend.com/view/7cegnvyirpi9j65z
    天下雜誌（2020）。明星、政治人物也瘋狂，Podcast為何在台灣爆紅？上網日期：2021年5月29日。取自：https://www.cw.com.tw/article/5100792?template=fashion
    吳中傑（2020）。最「陪伴型」新媒體，解碼耳朵注意力戰場。上網日期：2021年7月4日。取自：https://www.businessweekly.com.tw/business/blog/3004239
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    數位時代（2020）。在Podcast下廣告，什麼都好賣？5,000字讀懂耳機裡的「變現術」！。上網日期：2021年5月5日。取自：https://www.bnext.com.tw/article/59434/podcast-ad-business-model-industry
    數位時代（2020）。宅在家讓線上影音夯翻，Podcast熱潮檔不住。上網日期：2021年6月1日。取自：https://www.bnext.com.tw/article/60612/ott-podcast-2020
    數位時代（2021）。#Podcast。上網日期：2021年5月1日。取自：https://www.bnext.com.tw/search/tag/Podcast/p/1

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    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    108363017
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108363017
    資料類型: thesis
    DOI: 10.6814/NCCU202101079
    顯示於類別:[企業管理研究所（MBA學位學程）] 學位論文

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