在臺灣，Podcast產業正在拔地而起，2020年被視為再生元年，本土Hosting平台、製作公司、Podcaster、硬體商、廣告代理等業者數量大增，Podcast產業在臺灣再次炒熱起來，無疑提高人們對於語音傳播媒介的注意力，並創造新的價值鏈，但由於Podcast在臺灣的市場仍屬於初步發展階段，相關的實務與學術研究極為缺乏，過往大多以教育、語言學習領域為主，較少涉及聽眾研究。藉由這波熱潮，本研究想探討臺灣Podcast聽眾的使用行為，描繪出聽眾輪廓樣貌、收聽習慣、消費行為與使用動機。
本研究採用「使用與滿足理論」與「科技接收與使用整合模型」，一方面探討影響臺灣Podcast聽眾收聽行為的動機要素，再檢視其解釋力；另一方面觀察到親密感是Podcast帶給聽眾獨特的媒介特性，本研究將其視為中介變項，探討是否會影響聽眾對於Podcast的使用意向。
研究發現：1.臺灣Podcast的聽眾族群，主要是年齡在23-37歲之間的高學歷未婚人士，且女性比例明顯高於男性，迥異於美國、中國的Podcast市場與臺灣傳統廣播、全球YouTube聽眾之性別分佈狀況。2.Podcast有潛能與其他以視覺為主的娛樂媒介競爭，搶奪聽眾的注意力；而收聽Podcast所帶來的知覺娛樂性已經大於知覺有用性，如何讓聽眾覺得有趣、引起好奇心與可以專注其中是更重要的事。3.聽眾的性別與年齡會影響Podcast的收聽習慣，相較於女性聽眾，男性聽眾偏好單集時間較長、每週的平均收聽天數較多、每次收聽節目與死忠追蹤的節目數更多；此外，隨著年齡增加，聽眾偏好的單集節目長度就越來越短、每週平均收聽天數與死忠追蹤的節目數會越來越多。4.將近五成的臺灣Podcast聽眾曾經有過付費行為，且轉換率明顯高於其他媒介；而播放器的多重娛樂功能容易促使聽眾付費訂閱，可預期KKBOX未來可能會是最受臺灣Podcast聽眾青睞的本土播放器。5.相較於付費訂閱獲利模式，臺灣的Podcast聽眾族群更支持產業發展廣告置入獲利模式，男性對於這兩種獲利模式的支持態度均高於女性。6.臺灣Podcast聽眾的收聽動機有親密認同、主動控制、科技優勢、資訊娛樂、社會參與、支持系統等六個因素，共可解釋45.31%的變異。7.以科技接收與使用整合模型檢視Podcast的臺灣聽眾行為與意向，發現親密感與各自變項之中介效果均達顯著水準，親密感部分中介了績效期望、努力期望、社會影響、有利條件和使用意向之間的關係。
The market of Podcast is booming. Year 2020 is considered the revival of Podcast. The numbers of hosting companies, production companies, podcasters, agents, are also increasing. However, Podcast in Taiwan is still at the early stage of development. There are not so many researches about Podcast. Literatures from the past are mostly about education and language learning. Therefore, this paper is expected to explore the various behaviors , attitudes, user demographics ,and motivations of Podcast listeners in Taiwan.
The theories implemented in this study are based on UTAUT and U&G. On one hand, The study explores the motivational factors that affect the listening behavior of Taiwanese Podcast listeners. On the other hand, it shows that the sense of intimacy is the unique characteristic that Podcast can offer. The sense of intimacy is considered “intervening variable,” and its correlation with Podcast listeners’ motivations is also discussed in this study.
The study. results are presented as follows：1.Taiwanese Podcast listeners are mainly single people aged between 23 to 37. There are more female listeners then male ones.2.Podcast programs are mainly valued and appreciated for “entertainment purpose.”3.Male listeners prefer longer episodes. They also have more frequencies of listening to Podcast programs on a weekly basis.4.KKBOX is assumed to be the most popular Podcast player in Taiwan.5.Podcast listeners prefer commercials to subscriptions.6.The listening motivations of Taiwanese Podcast listeners include six factors: identified intimacy, active controlling, technological advantage, information entertainment, social participation, and support system, which can explain 45.31% of the variation.7.The sense of intimacy partially mediates performance aspiration, effort expectancy, social influence, favorable conditions and intention.