Communication Effect of Podcast Experience: Focusing on Skepticism and Demographic Factors

摘要

The objective of this study is to demonstrate through a survey how the digital media (podcast) experience, ad-skepticism, and gender can affect attitudes toward advertisement, brand, and purchase intentions. Two hundred and forty college students, with a reasonable understanding of the main factors of the study, participated in the survey. The study findings showed that all the dependent variables produced the same results. In other words, for the non-skeptics among podcast users, the attitude (brand attitude, purchase intention) of males toward advertisements is more favorable than that of females. For the skeptics in that group, it appears that the attitude of females toward advertisements is more favorable than that of males. Meanwhile, the female non-skeptics among non-podcast users had a more favorable attitude toward advertisements than the males. It appears that the attitude of females toward advertisements is more favorable than that of males among the skeptics in that group as well.