Research On The Influence Of Perceived Value On Chinese Podcast Platform Users’ Intention To Use

2020 is called the "The First Year of Chinese Podcasts".Relying on the golden period of online cultural content product development and the "ear economy" bonus period,the originally niche Chinese podcasting field has ushered in a new stage of blowout development.In March 2020,China’s first independent Chinese podcast platform "XIAO YUZHOU FM" was launched,effectively driving the vertical development of Chinese podcasting platforms.Major Internet companies and the numerous audio platforms that are deeply engaged in the sound "track" have entered the podcast industry,and the Chinese podcast industry is in the ascendant.As a rising star in the field of sound,the current user group of the Chinese podcast platform is relatively small,with a short average use period and has not yet formed a stable usage habit,and the low cost of platform transfer leads to insufficient user stickiness.Therefore,if we want to achieve sustainable development,we need to make continuous efforts in user acquisition and user retention.After reading a lot of Chinese podcast related research,it is found that the current research perspective is mainly focused on exploring the commercialization path and monetization strategies of Chinese podcasting platforms,but there is a lack of relevant research on user behavior.Therefore,this study starts from the audience-based,and studies the influence mechanism of Chinese podcast platform users’intention to use,which provides some enlightenment for the platform to enhance user stickiness and expand user groups,and also expand the research scope of Chinese podcast to a certain extent.This study integrates the theoretical models of VAM and UTAUT2,and introduces perceived value into the field of user behavior research of Chinese podcasts.Combined with platform characteristics and in-depth interview results,the original model is expanded and refined,and the dimension of perceived value "Perceived Concomitance",the moderating variable "Past Behavior" are added,constructs a research model of influencing factors of Chinese podcast platform users’ intention to use.Online survey questionnaires were distributed with Chinese netizens as the target audience,and 753 valid questionnaires were statistically analyzed.Firstly,descriptive statistical analysis,reliability and validity analysis,confirmatory factor analysis and normality test were carried out on all valid questionnaires,and then all valid samples were divided into respondents who had used/still using Chinese podcasting platform,and those who had not used Chinese podcasting platform.For the sample of respondents,the difference analysis of demographic variables and various variables,structural equation model analysis,intermediate effect analysis of perceived value and past behavior moderation effect analysis were carried out respectively.The empirical analysis results are as follows:for users who have used/still use the Chinese podcast platform,perceived usefulness,perceived entertainment,perceived ease of use,and perceived concomitance significantly positively affect perceived value and use intention,and perceived value plays a partial intermediary.Habits significantly positively affect the perceived value of users,and perceived value plays a complete intermediary role between habit and use intention;for users who have not used Chinese podcast platforms yet,social influence significantly positively affects perceived value and use intention,and perceived value plays a partial intermediary;for both types of users,past behaviors play a negative moderating role between perceived value and use intention.Based on the above conclusions and in-depth interview results,this research puts forward the following countermeasures and suggestions to consolidate existing users of Chinese podcasting platforms and expand potential users’ use intention:balance practicality and entertainment of the content,and create a warm content ecology;intelligent customized push programs,adapt to scenarios and needs;develop platform social attributes to enhance user stickiness;open up user feedback channels and continuously optimize user experience;reshape audio consumption habits and create new lifestyle concepts;strengthen word-of-mouth marketing and encourage users to share and attract new users.