DETERMINANT FACTORS AFFECTING PODCAST USERSâ ACCEPTANCE TO LISTEN TO PODCAST
The growth of Information and Technology Systems which has an impact on changes in behavior patterns has resulted in users consuming digital media. Digital audio entertainment seeks to have consumers’ attention by representing audio with its flexibility. The presence of podcasts as on-demand audi...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/48871 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The growth of Information and Technology Systems which has an impact on changes in behavior
patterns has resulted in users consuming digital media. Digital audio entertainment seeks to have
consumers’ attention by representing audio with its flexibility. The presence of podcasts as on-demand
audio services attracts Internet users because of their flexibility, which can be heard anytime and
anywhere with any device. The growth of podcast users in Indonesia that tends to be fairly slow is the
main focus in this research. This study aims to determine the factors that affect podcast users' acceptance
in listening to podcasts, exclusively in Indonesia in order to help podcasters and podcast platform
developers to develop appropriate strategies to increase the Indonesian market and the number of
listeners. This study adapted the model constructed by Venkatesh et al., namely UTAUT 2, that has
seven main constructs regarding factors that influence the behavioral intentions to use technology and
technology use behavior. This research will use a quantitative approach through a questionnaire with
PLS-SEM as a data processing technique to analyze the relationship of performance expectancy, effort
expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, behavioral
intention, and technology use behavior. The study will be limited to 270 podcast users aged 18-34 in
Jakarta and Bandung. The result indicates that habit directly and indirectly affects the use behavior.
Hedonic motivation, price value, indirectly affect the use behavior of podcast users. Meanwhile,
facilitating conditions directly affect the user behavior of podcast users. The findings are expected to
understand the podcast users’ acceptance towards podcasts and help the companies to gain insights for
the right strategy in order to escalate the market and gain more profit. |
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