Exploring the Determinants Affecting the Innovation Diffusion of On-demand Audio in Voice Economy: Example of Educational Podcast on Self-improvement Content (70539)

Session Information: Cultural and Media Studies
Session Chair: Daniel Gilmore

Sunday, 28 May 2023 11:25
Session: Session 2
Room: Room 708
Presentation Type:Oral Presentation

The combination of "Voice" and "Technology" is about to bring the next technological revolution, entering the era of the "Voice Economy." The advantages of voice tech include reducing the labor and time needed to access information, and making full use of fragmented time, for example, when exercising or commuting. These features that meet the needs of modern people have contributed to the popularity of "On-Demand Audio." The Podcast is the most prominent development in on-demand audio, and the number of people who have invested in creating or listening to it in Taiwan has rapidly grown, making it one of the hottest topics in recent years. Podcasts make knowledge no longer just a linear spread and not limited to established time and space. Podcasts can fully provide a personalized learning method and content that is diverse and not limited to formal education. It allows the users to carry out multiple self-improvements when their ears are free. However, few works of literature are specifically concerned with self-improvement educational podcasts. This research used the research methods such as focus groups, questionnaires, and case studies to investigate the user types and motivations of educational Podcasts on self-improvement in Taiwan. From the perspective of innovation diffusion theory, we investigate the diffusion process of self-improvement podcasts and the determinants that influence diffusion. The research result gives podcast creators guidelines for facilitating the diffusion of innovation in self-improvement podcasts among various target users.

Tzu Min Lin, National Cheng Kung University, Taiwan

About the Presenter(s)
Ms Tzu Min Lin is a University Postgraduate Student at National Cheng Kung University in Taiwan

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00