Abstract
ABSTRACT The current study examined motivations for podcast listeners in Taiwan by constructing a preliminary podcast motivations scale. Theoretically grounded in uses and gratifications, the current research drew upon extant work in podcast motivations and proposed a new scale as we look to podcast engagement in a Taiwanese context, considering the global marketplace of podcast popularity. As podcasts have emerged as a popular form of entertainment in Taiwan, the study participants was composed of a Taiwanese sample, with the proposed podcast motivations scale tested through exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and measurement invariance (N = 1,584). Results elicited the 15-item podcast motivations scale. Three factors were identified and explained over fifty (54.1%) percent of the variance, consisting of entertainment (21.1%), information-seeking (18.4%), and companionship (14.6%). Overall, the results indicate that this new scale is a reliable measurement for understanding the motivations of podcast listeners in Taiwan, with implications for a global consumer base as we look to the future of podcast engagement.
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