播客（Podcast）廣告效益之研究

A Study on the Effectiveness of Podcast Advertising

During the COVID-19 pandemic, Podcasts have spurred a new wave of growth in the auditory economy. The effectiveness of Podcast advertisements is one of the key factors to sustainable management and operation of Podcast. However, there is still lack of research exploring factors contributing to effectiveness of Podcast advertisements. In this study, we systematically reviewed previous literature and proposed four key factors. We also constructed our research model to examine the effects of the key factors. The study used online questionnaires and cooperated with Podcasters like馬克信箱、台灣通勤第一品牌、聽新聞學英文to distribute questionnaires. After removing invalid questionnaires, we examined our research model using a sample of 1,000 participants. We used Smart PLS 4.0 to conduct statistical analysis. The results showed that parasocial interaction, flow, match-up, and argument quality all positively influenced advertisement effectiveness, with argument quality having the greatest influence, match-up the second, flow the third and parasocial interaction the least.