在資訊爆炸的時代，廠商以在各種媒體下廣告、業配、置入及促銷等等方式吸引消費者注意力，但因競爭者眾，要成功吸引消費者注意力已是難上加難，廠商或行銷公司必須要追上隨時興起的熱潮，讓自家產品可以被目標客群看見。台灣Podcast使用人口數與討論度在近年大量成長，這對行銷來說無疑是一塊新的著力點。從讓消費者「看到」改為讓消費者「聽到」，所以如何讓消費者專心聽完又對產品有興趣，聽眾對於該節目原有的態度會對最終購買意圖有所影響。
本研究以Podcast中的業配內容為主，探討聽眾對於Podcast的態度是否會影響其對商品的購買意圖。以消費者感知節目內容分類，也就是消費者感知節目的真實自我一致性、理想自我一致性及功能一致性程度是否會影響擬社會互動，而擬社會互動是否會影響購買意圖，另外也探討消費者產品涉入程度是否在其中有調節作用。
本研究採用問卷方式進行，在網路發放，研究對象為有收聽Podcast經驗者，回收問卷542份，其中有效問卷483份，以有效樣本跑統計軟體後彙整出研究結論，本研究發現：
一、對Podcast聽眾而言，理想自我一致性、真實自我一致性及功能一致性對擬社會互動皆有顯著正向影響。
二、擬社會互動對於聽眾購買Podcast節目內業配產品的購買意願有正向影響
三、聽眾的產品涉入程度會調節擬社會互動對購買意圖的影響

The purpose of this research is to identify the factors affecting purchase intention of Podcast audience..The number of Taiwanese podcast users and the degree of discussion has grown substantially in recent years, which is undoubtedly a new focus for marketing..Different from the product images and introduction videos on TV, social medias or magazines, product promoting or advertising on Podcast is all based on verbal introduction. Audiences’ attitude toward the podcast channels impacted their willing to listening to the product introduction or promoting. This study investigates the influence of actual self- congruity, ideal self-congruity, and functional congruity on parasocial interaction. Previous studies have conducted research on self-congruity and functional congruity and how the two factors impacted purchase intention and choice making. However, there is few study comparing all three actual self-congruity, ideal self-congruity and functional congruity in one research, and no any previous studies has investigated the relevance between these factors and parasocial interaction..Studies have supported that parasocial interaction have significant impact on purchase intention in the field of social media key opinion leader promoting products. This research aims to explore whether this connection is also supported in Podcast field. Product involvement is often a factor related to purchase intention and it is examined as a factor influencing purchase intention in this study.
Total 542 responses were received and 483valid responses were concluded to analyze. Correlation analysis and regression analysis was made. The result of the study shows: (1) Actual self-congruity, ideal self- congruity, or functional congruity positively affect podcast audiences’ purchase intention toward the products introduced in the Podcast channel. (2) Parasocial interaction positively affect purchase intention in Podcast field. (3) Product involvement negatively impacts the degree of parasocial interaction influencing purchase intention.

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