播客植入式广告传播效果影响因素研究

Research on Influencing Factors of Podcast Product Placement Communication Effect

摘要: 基于刺激–机体–反应模型(SOR)，探究播客植入式广告传播效果的影响因素。实证结果显示，植入显著性、内容一致性、低干扰性均对听众购买意愿产生显著正向影响，且品牌认知与品牌态度发挥差异化中介作用：品牌认知仅在植入显著性、内容一致性与购买意愿间中介，品牌态度则在三条路径中均显著中介，低干扰性主要通过“态度优化–意愿形成”路径作用。据此建议，品牌方应当着重关注播客广告植入特征与受众属性对广告传播效果的作用机制，适配播客听觉传播特性，实施差异化植入策略，构建“态度–认知”双重提升路径，从而推动听众购买意愿的提升，以最大化广告传播价值。

Abstract: Based on the Stimulus-Organism-Response (SOR) model, this study investigates the factors influencing the communication effectiveness of podcast product placements. Empirical results demonstrate that placement salience, content consistency, and low-disruption characteristics significantly positively affect listeners’ purchase intention. Brand awareness and brand attitude exhibit differentiated mediating roles: brand awareness mediates only between placement salience, content consistency, and purchase intention, while brand attitude significantly mediates across all three pathways. Low-disruption primarily operates through the “attitude optimization-willingness formation” pathway. Accordingly, brands should focus on understanding how podcast advertising features and audience attributes influence communication effectiveness. By adapting to podcast’s auditory communication characteristics, implementing differentiated placement strategies, and establishing dual enhancement pathways of “attitude-cognition” improvement, brands can effectively boost listeners’ purchase intention and maximize advertising communication value.