The Study Of Influencing Factors Of Chinese Podcasting Users Behavior Based On Grounded Theory

Since 2020,there have been endless discussions about whether podcasts have finally come to the forefront of capitalism.Podcasts have been around since 2004.Chinese podcasts refer to the content that poeple use audio to create personalized content and fully express their own values and life attitudes in the output process.This type of Chinese podcast has burst out of huge potential for development in recent years.According to Listen Notes,a podcast search engine,10,000 new Chinese podcasts will be available in 2020,a fivefold increase from 2019.A lot of capital has also gathered attention on the podcast track.Since the launch of the small universe APP in March 2020,Tencent Music,Tencent Music,Himalaya,Net Ease Cloud Music,etc.have successively launched the podcast section,and various business models are being explored and innovated.Even so,the number and reach rate of Chinese podcasts is still far below that of the English market.In order to better promote the development of Chinese podcasts,improve user activity rate,improve platform functions and services,promote the formation of a benign operation mechanism of podcasts.It is necessary to study and analyze the behavior and influencing factors of Chinese podcasting users,and provide some suggestions for the future development of Chinese podcasting.This study takes Chinese podcast users as the research object,based on the research method of grounded theory,to study the influencing factors of Chinese podcast users' usage behavior.Through in-depth interviews to obtain original data,three-level coding and analysis of the data,46 initial concepts were formed,which were finally summarized into20 categories and 6 main categories,forming a model of influencing factors of user behavior of Chinese podcasts.The results show that the user behavior of Chinese podcasts includes four aspects: listening to podcasts,participating in discussion and interaction,sharing recommended programs and making programs.Cognitive needs,emotional experience,content factors,platform conditions,social drivers and situational factors have significant effects on the user behavior of Chinese podcasts.Cognitive needs and affective experience are internal situational factors,which positively influence users' willingness to use Chinese podcasts,and then influence users' behavior.Content factors,platform conditions,social drivers and situational factors are external situational variables.It has a moderating effect on the willingness and behavior of Chinese podcast users.Then this paper explores and expounds the components of the above six main categories.At the end of the article,according to the influencing factors of Chinese podcasting behavior and the development status of Chinese podcasting,the paper puts forward the sustainable development strategy of Chinese podcasting in the future.Respectively is to pay attention to content subdivision to meet diverse needs;Improve content quality and innovate content form;Strengthen science and technology to enable intelligent voice;Innovate business model and expand market scope;Optimize community operation and maintain deep interaction;Optimize platform performance and strengthen platform management.At the theoretical level,this paper uses the qualitative research method of grounded theory to put forward the influencing factors of Chinese podcasting users' usage behavior,which enriches the research on Chinese podcasting users' usage behavior.The theoretical research model constructed can also provide some reference value for the related research in the academic circle.At the practical level,it is hoped that the research results of this paper can provide certain guiding significance and reference value for the development of Chinese podcasting,and promote the benign development of the industry.