| Podcasting has rapidly developed as a new medium following the rise of audio,short videos,and live streaming.The number of podcast users is increasing year by year,but retaining existing users is a challenge for existing podcast platforms.Only by providing high-quality content experience can users be retained,encouraged to continue using and possibly paying.Therefore,this paper explores the composition of the content experience of podcast apps and the relationship between content experience and the willingness to pay continuously.In study 1,based on interviews with 13 deeply engaged users,researcher forms a dimensional model of podcast app content experience,The results show that content experience can be divided into five sub-dimensions,namely,value experience,functional experience,social experience,entertainment experience,and emotional experience.Then a self-developed "Podcast App Content Experience Questionnaire" was complied,which was distributed to collected 207 questionnaires.after completing the preliminary testing and revision of the questionnaire,researcher finally obtain a self-evaluation questionnaire with 21 questions(internal consistency coefficient was greater than 0.8,and various fitting indices were good).In study 2,a questionnaire survey was conducted to collect data.Based on 378 collected questionnaires from podcast users,exploring the relationship between podcast app content experience and sustained payment willingness of users,and the mediating effect of sustained usage willingness and the moderating effect of sunk cost.The results showed that podcast app content experience has a positive impact on users’ sustained payment willingness.Sustained usage willingness plays a mediating role in the relationship between podcast app content experience and sustained payment willingness,and podcast content experience enhances users’ willingness to pay continuously by strengthening the willingness to continue using.and sunk cost plays a moderating role in the relationship between podcast app content experience and sustained payment willingness.By increasing sunk cost we can enhance this mediating effect.In study 3,a designed scenario experiment was conducted,manipulating podcast app content experience and sunk cost to test whether it can affect users’ willingness to pay continuously.Through 100 collected data,the validity of the theoretical model proposed in Study 2 was verified and the ecological validity of the conclusion was improved.The results showed that the sustained payment willingness of high content experience group users was significantly higher than that of the low content experience group,and sunk cost could play a moderating role in the relationship between podcast app content experience and sustained payment willingness.This study explores the relationship between podcast app content experience and sustained payment willingness of users,providing empirical support and practical ideas.In the future,practice can improve users’ sustained payment willingness by intervening in podcast app content experience and sunk cost. |
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