Exploring Podcast Adoption Intention via Perceived Social Norms, Interpersonal Communication, and Theory of Planned Behavior

Abstract

Previous research has not linked the perspectives of social influence, interpersonal discourse, and behavioral theory to study new media diffusion. The current study integrated these perspectives by incorporating theory of planned behavior with the concepts of normative beliefs and interpersonal communication to explain podcast-adoption intention. A cross-sectional sample responded to a survey online. Results show that descriptive norm and perceived control were significant predictors of attitude; injunctive norm was a significant predictor of perceived control. Social discourse, perceived descriptive norm, and attitude had a direct effect on podcast-adoption intention; perceived control and injunctive norm had an indirect effect in contrast.

Additional information

Notes on contributors

Yi Mou

Yi Mou (Ph.D., University of Connecticut) is a special research fellow at the School of Media and Design of Shanghai Jiaotong University. Her research interests include new media effects and health communication.

Carolyn A. Lin

Carolyn A. Lin (Ph.D., Michigan State University) is professor in the Department of Communication, University of Connecticut. Her research focuses on the content, uses, and effects of new media technologies, health informatics, health communication, advertising, and cross-cultural communication.