An Empirical Study on the Factors Influencing Purchase Intention of Brand Podcast Consumers of Generation Z

DOI

10.2991/978-94-6463-246-0_87How to use a DOI?

Keywords

Brand podcast; Generation Z; sensory stimulation; perceived value; purchasing intention

Abstract

2020 is known as the ‘Year of Chinese Podcasts’. With the development of online cultural content and the boom of the ‘ear economy’, the once niche Chinese podcast industry has entered a new stage of explosive growth. Major internet companies are deeply involved in the audio platform, and more brands are entering the podcast marketing arena as an important way to reach customers. At present, research mainly focuses on exploring the content creation and dissemination strategies of Chinese podcasts, but there is a lack of research on the factors that influence consumer purchase intention in brand podcasts. This study integrates the L&S theory research model and introduces sensory stimulation and perceived value into the research field of consumer purchase intention in brand podcasts. By combining the characteristics of Chinese podcasts, a research model of the factors that influence consumer purchase intention in brand podcasts was constructed. The study conducted an online survey of Generation Z consumers and performed statistical analysis on the questionnaire to explore the factors that influence consumer purchase intention in brand podcasts and provide guidance for brand podcast marketing. The research results confirm that sensory stimulation and perceived value have a positive impact on consumer purchase intention. This indicates that the higher the sensory stimulation and perceived value of brand podcasts, the more positive the consumer’s perception and evaluation of the brand, thereby increasing their purchase intention.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shupeng Ge
PY  - 2023
DA  - 2023/09/26
TI  - An Empirical Study on the Factors Influencing Purchase Intention of Brand Podcast Consumers of Generation Z
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 724
EP  - 730
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_87
DO  - 10.2991/978-94-6463-246-0_87
ID  - Ge2023
ER  -