Why Do We Listen to Audiobooks? The Role of Narrator Performance, BGM, Telepresence, and Emotional Connectedness

• Main Authors: Ji, Dan, Liu, Boquan, Xu, Jinghong, Gong, Jiankun
• Format: Article
• Published: SAGE Publications 2024
• Subjects: H Social Sciences (General)
• Online Access: http://eprints.um.edu.my/45361/; https://doi.org/10.1177/21582440241257357

Audiobooks have gained significant popularity in China and other regions worldwide. While scholars and practitioners have extensively researched strategies to develop the audiobook market, limited attention has been given to the factors influencing audiences' attitude toward audiobooks, which is a gap this study aimed to explore. Survey data was collected from a total of 537 consumers and analyzed using partial least squares structural equation modeling. The results indicate that experiencing telepresence and emotional connectedness while listening to audiobooks positively contributes to audiences' affective outcomes, fostering their favorable attitude. The findings also reveal that narrator performance, background music, and the narrative style of an audiobook can potentially enhance telepresence and emotional connectedness. These results provide both theoretical insights and practical suggestions for audiobook publishers and other industry players. Why do we listen to audiobooks?This study aims to explore the factors affecting the audiences' attitude towards audiobooks. A total of 537 consumers responded and the data were analyzed via PLS-SEM. The research findings show that the narrators' performance, background music, and the narration style of the audiobook potentially promote telepresence and emotional connectedness. The results also show that experiencing telepresence and emotional connectedness while listening to the audiobook contributes positively to affective outcomes, leading to more positive attitudes in audiences. The results offer theoretical and experiential suggestions for more audiobook publishers and beyond.