Measuring the mediating effect of satisfaction and compatibility on the relationship between podcast features and users’ intention of continuous usage and word of mouth

Abstract

Amid the expanding podcast market, a myriad of podcasters and advertisers have ventured into hosting and endorsements. The paramount objective of this research was to ascertain the moderating roles of satisfaction (SAT) and Compatibility (COM) in the relationship between podcast characteristics and the Continued Use Intention (CUI) of users. To assess the ramifications of podcast attributes—technology affinity (TA), perceived playfulness (PP), multitasking (MT), social presence (SP), SAT, and COM—on Word of Mouth Intention (WOMI) and CUI, a questionnaire was disseminated among seasoned podcast users. From an aggregate of 250 returned questionnaires, 227 were adjudged as valid post invalidation scrutiny, yielding a 90% retention quotient. Employing the Structural Equation Modeling (SEM) approach for data analysis, the findings revealed the following: TA positively influenced both SAT and COM; PP favorably influenced SAT; MT cast a positive impact on COM; SP constructively affected both SAT and COM; COM positively influenced SAT; and WOMI constructively impacted CUI. This research propounds that podcast platforms might metamorphose into voice-anchored social platforms by curating compelling content, interweaving interactive constituents such as inducements or contests, and galvanizing listener engagement. We advocate for listeners’ indulgence in classical or ambient music during engagements, without requiring excessive focus on the host’s content.