Factors influencing students' behavioral intention to adopt podcast at universities in Ho Chi Minh City

Abstract

In recent years, the advancements in technology have thoroughly influenced several aspects of human life, with one of them being the forms of content delivery. Traditional printed newspapers are gradually being replaced by online newspapers, which are easily accessible via an internet connection. CDs have almost vanished due to the widespread popularity of music files on mobile devices. Following the technological trend, Podcast, an on-demand content format, quickly became a new trend and received a warm welcome, with students being the potential audience due to their available time and resources to explore new content, as well as their early exposure to technology. Recognizing the popularity of Podcast and the scarcity of related research on this topic among students in Ho Chi Minh City (HCMC), the author group decided to conduct a research project titled "FACTORS INFLUENCING STUDENTS' BEHAVIORAL INTENTION TO ADOPT PODCAST AT UNIVERSITIES IN HO CHI MINH CITY." The study is based on five identified theoretical factors: Perceived Usefulness (PU), Perceived Ease of Use (PEU), Mobility (MB), Perceived Enjoyment (PE), and Social Influence (SI). With a sample of 247 students from several universities in HCMC, the researchers examined the scale's reliability using Cronbach's Alpha coefficient, conducted Exploratory Factor Analysis (EFA), and performed regression analysis with SPSS software. After analysis, the study found that Social Influence (SI) had no effect on Behavioral Intention to Adopt Podcast (BI), hence it was eliminated from the model. Based on the final outcome, the author group drew conclusions about the factors influencing students' intention to listen to Podcast in HCMC along with specific recommendations for each component. This study also gave insights into students' Podcast listening preferences, assisting content creators in developing more appropriate and high-quality Podcasts. Furthermore, these findings are likely to help educational institutions better identify students' information consumption habits and preferences, allowing them to provide more relevant learning content and tools.