From perception to intention: exploring perceived value in Chinese-language podcast platforms

In recent years, podcasts have become an integral part of daily life for many individuals. However, a significant gap remains in our understanding of the usage intentions of Chinese-language podcast users. Utilizing a mixed-method approach, this research addressed this gap by applying the value-based adoption model of technology (VAM) to explore the factors that influence these intentions. A comprehensive model was developed through qualitative exploration and then tested using structural equation modeling (SEM) with data from 753 survey responses. Notably, this research extended the VAM framework by introducing “perceived concomitance” as an antecedent variable and “past behavior” as a moderating variable. The findings revealed that perceived usefulness, enjoyment, ease of use, and concomitance positively influenced perceived value and usage intention among users. For nonusers, social influence played a significant role in shaping perceived value and usage intention. In both groups, perceived value partially mediated these effects. Additionally, past behavior negatively moderated the relationship between perceived value and usage intention, indicating that platform migration requires changes in audio listening habits. This research enriches our understanding of user intentions on Chinese-language podcast platforms and provides strategic insights for the future development of the podcast industry.