KOREASCHOLAR

PODCAST’S VOICE PROXIMITY SERVES AS A LINK BETWEEN THE PRODUCER AND LISTENERS’ AFFILIATION NEEDS AND EPISTEMIC

Chia-Yun Chien, Huei-Ting Tsai
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422087
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.111
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

With the rapid growth of Podcast listening volume in the past two years (SoundOn, 2021), more and more research is also devoted to podcasts. Previous literature investigating podcasts mainly focused on the motivation of podcast listeners. This study aims to find out the voice characteristics of the producer and the psychological needs of the listener that affect listening intention, including speech rate, voice pitch, voice gender, and especially the mediating effect of affiliation needs and epistemic curiosity between proximity and listening intention. This study collects data from 3 experiments. We construct our stimuli from a script for a book introduction.

Keyword
Author
  • Chia-Yun Chien(National Cheng Kung University, Taiwan)
  • Huei-Ting Tsai(National Cheng Kung University, Taiwan)