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Cited by 6Radio, Podcasts, and Digital MediaDigital Marketing and Social MediaMarketing and Advertising Strategies

“Will you buy it if they recommend it?” exploring the antecedents of intention to purchase podcaster-endorsed items

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Huang, Yi-Ting, Gong, An-Di·2024·Journal of Theoretical and Applied Electronic Commerce Research
DOI 10.3390/jtaer19030082
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Abstract

The diverse content of and ease of listening to podcasts have made podcasts popular, particularly during the COVID-19 pandemic. Advertisers have begun to recognize their marketing potential and are now hiring podcasters to recommend their products. This study sought to determine the factors influencing podcast commitment, parasocial interaction (PSI), and the intention to purchase podcaster-endorsed items. It was conducted in Taiwan with a sample size of 578 participants and an online questionnaire. Structural equation modeling and mediation analysis were applied to the collected data from the perspective of uses and gratifications theory. We found that podcast commitment is positively related to edutainment, storytelling transportation, and social engagement. Social engagement is positively related to PSI, while storytelling transportation has a negative relationship with PSI. Additionally, there is a strong positive correlation between podcast commitment and PSI and both factors positively influence the intention to purchase podcaster-endorsed items. PSI also significantly moderates the positive relationship between podcast commitment and the intent to buy podcaster-endorsed items.

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Cited by

Sorted by citations

Authors
Huang, Y.-T., & Gong, A.-D.
Affiliations
National Taipei University of Technology (TW)
Corresponding author
Gong, An-Di
ORCID
Venue
Journal of Theoretical and Applied Electronic Commerce Research
Publisher
MDPI AG
Published
2024-07-01
Volume
19
Issue
3
Pages
1682-1698
ISSN
0718-1876 (ISSN-L)
DOI
10.3390/jtaer19030082
OpenAlex
W4400284171
Cited by
6
References
7
Citations by year
2026: 3 · 2025: 1 · 2024: 2
FWCI
3.46
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of theoretical and applied electronic commerce research (publishedVersion, cc-by)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Funders
  • National Science and Technology Council, Taiwan (110-2410-H-027-021-SSS, PHA1122205)
  • Ministry of Education (Taiwan) (110-2410-H-027-021-SSS, PHA1122205)
Topics
  • Social Sciences › Communication › Radio, Podcasts, and Digital Media
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
podcasts, purchase intention, parasocial interaction, uses and gratifications theory, social engagement, edutainment, product recommendation, consumer behavior

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