Paying for Ears: A Study on the Impact of Podcast Platform users’ Willingness for Knowledge Payments

With the development of the Internet era, the ways people receive information are becoming more and more diversified. While pursuing the breadth of information, people began to value the purity and directness of information, which directly led to the rapid development of podcasts and their carrier platforms. Perceived value is the overall value of a commodity or service that consumers feel subjectively. Perceived convenience covers a lot of aspects, which can be summarized as the total amount of money or energy consumed when consuming a certain product or service.These two important indicators are used by academics to measure consumer satisfaction and their overall impression of a product. Therefore, based on the characteristics of podcast platform, such as rich choices and one-way information, this paper introduces the concept of convenience perception through the theory of perceived value, and uses TAM model as the carrier to study the impact of value and convenience perception on consumers’ willingness to consume paid programs on podcast platform.