The relationship among health and wellbeing program attributes, personal lifestyle, and purchase intention on podcast

Proceedings of the 6th International Conference on Medical and Health Informatics Pub Date : 2022-05-13 DOI:10.1145/3545729.3545794

Chi-Feng Lo, Hsu-Ju Teng, Lin Huang

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Abstract

The purpose of this study is to explore the relationship among health and wellbeing program attributes, personal lifestyle, and purchase intention on podcast. A total of 300 questionnaires are distributed, 278 valid questionnaires are collected, and the valid response rate is 92.6%. The results indicated that personal lifestyle is significantly and positively related to purchase intention on Podcast, and different program attributes moderated the relationship between personal lifestyle and purchase intention. The results also indicated that online audiences who are active in learning, seeking new knowledge, and have high-quality-concern personalities, have higher purchase intention on the health and wellbeing Podcast programs. Based on our empirical results, this study suggests that an online marketing manager might design an interactive activity with the online audiences who are actively learning, seeking new knowledge and high-quality-concern, to ask the Podcast audience for feedback interactively, to enhance their attention and interest in this kind health and wellbeing programs, which could truly increase their purchase intention of the health and well-being program on podcast.

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健康与幸福节目属性、个人生活方式与播客购买意愿的关系

摘要本研究旨在探讨健康福利节目属性、个人生活方式与播客购买意愿之间的关系。共发放问卷300份，回收有效问卷278份，有效回复率为92.6%。结果表明，个人生活方式与播客购买意愿显著正相关，不同节目属性调节了个人生活方式与购买意愿的关系。研究结果还表明，积极学习、求新、高质量关注人格的在线受众对健康和幸福播客节目的购买意愿更高。基于我们的实证结果，本研究建议网络营销经理可以针对积极学习、求新、高质量关注的网络受众设计互动活动，让播客受众进行互动反馈，提高他们对这类健康福利节目的关注和兴趣，从而真正提高播客健康福利节目的购买意愿。

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