An Empirical Study on the Factors Influencing Purchase Intention of Brand Podcast Consumers of Generation Z

2020 is known as the ‘Year of Chinese Podcasts’. With the development of online cultural content and the boom of the ‘ear economy’, the once niche Chinese podcast industry has entered a new stage of explosive growth. Major internet companies are deeply involved in the audio platform, and more brands are entering the podcast marketing arena as an important way to reach customers. At present, research mainly focuses on exploring the content creation and dissemination strategies of Chinese podcasts, but there is a lack of research on the factors that influence consumer purchase intention in brand podcasts. This study integrates the L&S theory research model and introduces sensory stimulation and perceived value into the research field of consumer purchase intention in brand podcasts. By combining the characteristics of Chinese podcasts, a research model of the factors that influence consumer purchase intention in brand podcasts was constructed. The study conducted an online survey of Generation Z consumers and performed statistical analysis on the questionnaire to explore the factors that influence consumer purchase intention in brand podcasts and provide guidance for brand podcast marketing. The research results confirm that sensory stimulation and perceived value have a positive impact on consumer purchase intention. This indicates that the higher the sensory stimulation and perceived value of brand podcasts, the more positive the consumer’s perception and evaluation of the brand, thereby increasing their purchase intention.