近年來Podcast 產業蓬勃發展，越來越多廣告主透過 Podcast 進行廣告傳播，Podcast 的廣告成效也開始逐漸受到重視。但由於目前 Podcast 的市場機制無法提供全面性的廣告成效，而且目前臺灣對 Podcast 廣告的研究較少，因此探討Podcast 的廣告效果顯得尤為重要。本研究旨在探討Podcast 的收聽行為，及Podcast 廣告效果的影響因素。本研究透過網路問卷調查法，共回收有效問卷438 份，來瞭解聽眾的背景概況及收聽行為；以廣告價值中「資訊性」、「娛樂性」、「 干 擾性」三項影響 因素，加入來源可信度中「專業性」、「可靠性」、「吸引力」，來探討對廣告效果中「廣告態度」、「購買意願」的影響；並分析不同背景、不同收聽行為的聽眾對於各個影響因素選擇的差異情形。
研究結果顯示，資訊性、娛樂性、可靠性對廣告態度及購買意願有正向影響， 干 擾性則是對廣告態度及購買意願有負向影響，而專業性、吸引力則不具顯著影響，廣告態度對購買意願有正向影響；不同背景變項在選擇上差異分析結果顯示，僅性別中女性在吸引力的選擇上高於男性，其餘研究結果均不具差異；而在不同收聽行為在選擇上差異分析結果顯示，不同收聽頻率、收聽時長、收聽年資、對廣告置入的態度、偏好的廣告型態、廣告在節目中偏好的位置等題項聽眾在各變項上的選擇有所差異，可以發現聽眾對 Podcast 的投入、認同程度越高，對於影響因素的認同程度及廣告效果也越高；由此可知，區別消費者選擇差異的並非人口背景，而是聽眾的使用行為。因此若欲提高 Podcast 的廣告效果，應增加廣告中的資訊性、娛樂性，降低 干 擾性，並找可靠性高的主持人，也可以分析聽眾的使用行為，來製作出更適合的 Podcast 廣告。 本研究之研究結果可供未來 Podcast 廣告主、創作者在置入廣告時，參考何種因素會影響到廣告效果，以提升 Podcast 廣告的投放成效。

The podcast industry has grown in recent years. Podcasts are being used by an increasing number of advertisers to spread their advertisements, and their effect is also receiving attention. However, because the current market mechanism of Podcasts cannot provide comprehensive advertising effects, and there are few studies on Podcast advertising in Taiwan, it is critical to discuss the advertising effects of Podcasts. The goal of this study is to look into podcast listening habits and the factors that influen ce the Effect of podcast advertising. This study employs an online questionnaire to learn about listeners' backgrounds and listening habits, as well as the impact of "informativeness", "entertainment", "irritation", "expertise", "trustworthiness", "attract iveness" on advertising attitudes and purchase intentions. It also examines the differences in the selection of various influencing factors by audience groups with different backgrounds and listening habits. There were 438 valid questionnaires recovered.
According to the findings of the study, informativeness, entertainment, and trustworthiness have a positive impact on advertising attitudes and purchase intentions, whereas irritation has a negative impact on advertising attitudes and purchase intentions, and expertise and attractiveness have no significant effect. Purchase intent is positively influenced by attitude. The findings of the analysis of differences in the selection of different background variables show that women are more attractive than men i n the selection of attractiveness only in the gender, and the rest of the research findings show no difference. The findings of the analysis of differences in the selection of different listening behaviors show that listeners with different listening behav iors make different choices on a variety of variables. The impact is also stronger. This demonstrates that it is the audience's usage behavior, not their demographic background, that distinguishes the difference in consumer choice. As a result, if you want to improve the advertising effect of Podcast, you should include more informativeness and entertainment in the advertisement, reduce irritation, and find a highly trustworthiness host. You can also analyze the audience's usage behavior to create more rele vant Podcast advertisements. The findings of this study can be used by future Podcast advertisers and creators to determine which factors will affect the advertising effect when placing advertisements, thereby improving the delivery effect of Podcast adver tisements.

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