Podcasts on spotify – What drives its user behavior?

Abstract

Purpose of the study - Podcasts, a new form of information acquisition in Vietnam in general and in Ho Chi Minh City in particular. This is also a learning and entertainment channel for students, as more and more people create content specifically for this audience, especially when it appears on Spotify. So what has helped this form attract the interest and love of students so much? The study aims to answer the above question by analyzing the factors affecting the intention to listen to podcasts on Spotify and the change from intent to listen to podcasts on Spotify of students in HCMC. Bright. The purpose of the research is to find out the influencing factors, the desire to provide a reliable reference source for content creators, the podcast platform to bring necessary and useful information to students. Methods - Data for the study were collected through a survey questionnaire with N = 328. Then data analysis techniques were used in turn to check the reliability of the scale; exploratory factor analysis EFA; confirmatory factor analysis CFA and linear structural model SEM. Result – The study found that the factors of "Performance Expectation", "Effort Expectation", "Habit" and "Service Quality" have a positive impact on students' intention to listen to podcasts on Spotify. However, “Social Influence”, “Hedonic Motivation”, “Price Value”, “System Quality”, “Information Quality” did not affect the “intention to listen to podcast” factor. , and “intention to listen to podcasts” did not affect “listening behavior” as expected. Conclussion - One of the factors attracting students when listening pocasts on Spotify, service quality is still paid special attention, besides performace expectancy, effort expectancy, and pre-existing habits. In order to increase the popularity to a wider range of users, the research team proposed diversification in the development of podcast content as well as the development of services on the Spotify system to increase satisfaction. In addition, increased marketing activities are essential to help the brand be recognized better.