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

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.