PODCASTSING IN THAILAND: FACTORS OF USERS’ SATISFACTION AND BEHAVIORS
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Abstract
Podcast, or online broadcasting, is used as a media for the podcaster to communicate with listeners in order to present or tell stories or events occurring in the society that can meet the listeners’ needs perfectly. While the popularity of listening to podcast has been growing continuously, there is no intensive study about this business in Thailand so far. Therefore, this research has the objective to conduct in-depth study of podcast business, especially on the factors affecting the satisfaction of podcast users. This study collected data from the research sample of 470 podcast users. From the study, it is found that out of the total 7 factors, there are only two factors, i.e. caring, and completion that have significant effects on podcast users’
satisfaction.
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