在自媒體的發展下，個人品牌持續增加，加上疫情影響及藍芽耳機等技術普及，台灣Podcast市場在2020年大幅成長。故本研究欲了解聲音特徵（音調、語速）如何影響聽眾對Podcaster的刻板印象（溫暖、能力），進而如何影響品牌依戀與品牌信任，最後如何影響持續使用意圖及品牌擁護。
　　本研究藉由問卷調查法針對音調、語速、溫暖、能力、品牌依戀、品牌信任、持續使用意圖以及品牌擁護等八個研究變數進行探討，於2022年4月中旬收回共351份有效樣本，並採用SEM進行資料分析。此外，亦透過實驗法針對音調、語速、溫暖與能力等四個變數進行研究，於2022年4月中旬完成37位受試者之實驗，並使用變異數分析作為分析方法。
　　結果顯示，(1)語速較快會讓人覺得較有能力及較不溫暖；男性音調越低或女性音調越高，則聽眾對其能力評估越高。(2)能力與溫暖皆正向影響品牌依戀品牌信任，其中男性Podcaster及25歲以上聽眾更以能力來影響；而女性Podcaster或13~24歲聽眾更以溫暖來影響。(3)品牌依戀與品牌信任皆正向影響持續使用意圖及品牌擁護，其中品牌依戀對女性Podcaster或13~24歲聽眾而言是更重要的因素，而品牌信任則是男性Podcaster或25歲以上的聽眾更重要的因素。本研究依上述結果建議Podcaster可透過調整音調及語速來改善聽眾在溫暖與能力之評估，並依據Podcaster性別與聽眾年齡，可透過溫暖與能力的策略來強化品牌依戀與信任，進而提升品牌擁護。最後提出研究限制與未來研究建議。

Person brands have increased continuously due to self-media development. Moreover, the effects of Covid-19 and the popularization of Bluetooth earphones have boosted the podcast market in Taiwan and, as a result, the number of podcast users has grown significantly in 2020. Thus, this study aims to understand how vocal characteristics (e.g., pitch, speech rate) affect the stereotype of a podcaster (e.g., warmth, competence); also, what is going to influence brand attachment as well as brand trust; eventually, what effects cause an audience of the continuous usage intention and brand advocacy.
In this study, there are 8 variables going to be explored through survey method, which are pitch, speech speed, warmth, competence, brand attachment, brand trust, continuous usage intention, and brand advocacy. A total of 351 valid samples were collected in mid-April 2022, and SEM was used for data analysis. Additionally, there is also an exploration of 4 variables through experimentation method. The 4 variables are pitch, speech speed, warmth, and competence. The experiment of 37 subjects was completed in mid-April 2022, and the ANOVA was used as the analysis method.
Firstly, the result shows that speech speed has a negative correlation on one’s warmth and a positive correlation on one’s competence. The audiences rate the podcasters’ abilities higher if a male possess a lower pitch or a female with a higher pitch. Secondly, both competence and warmth of a podcaster has a positive correlation on brand trust as well as brand attachment. Among them, male podcasters and listeners over 25 years old are more affected by competence; while female podcasters or listeners aged 13-24 are more affected by warmth. Finally, brand attachment and brand trust both have a positive correlation on continuous usage intention and brand advocacy. Brand attachment is a more essential factor for female podcasters or listeners aged 13-24, while brand trust is more important for male podcasters or listeners over 25 years old.

Based on the results of this study which suggest that podcasters can improve the assessment of warmth and competence by adjusting pitch and speech rate, then according to the gender of the podcaster and the age of the audience, set up the strategies of warmth and ability. It can be applied to strengthen brand attachment and trust, thereby enhancing brand advocacy. At the end of this study, limitations and recommendations for future research are proposed.

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