Factors Affecting Consumers’ Purchase Intention On Xiaoyuzhou

In recent years,China’s economy has bucked the trend,new consumer behaviours have emerged alongside.Structural changes in supply and demand have occurred,and many industries have faced new opportunities and challenges.With the popularity of intelligent terminals and the impact of the epidemic,the ear economy has grown even more significantly.Among them,the podcast market has emerged as an important new force in the audio era.The concept of podcasting originated in the United States.There is more research in related fields in Western countries,while the development history of Chinese podcasting is relatively short.Xiaoyuzhou is the first application centered on podcasts in China.Based on the theoretical framework of planned behaviour,this paper innovatively introduces the theory of uses and gratifications.It explores the relationship between media-use motivation and consumption satisfaction from the perspective of audience’s,in order to understand more widely the mechanism of new media willingness to pay.This study collected data through a survey research and used structural equation modelling(SEM)to validate the research model.It was found that the higher the audience’s demand for entertainment,information,and storytelling,the stronger the social and escape motives,the better the perceived information quality,perceived service quality,and perceived system quality of the podcast,the more positive the attitude toward the podcast will be,and the stronger the willingness to pay.Besides,subjective norms and perceived behavioral control have a positive and significant effect on audience willingness to pay.