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首页> 外文期刊>Journal of broadcasting & electronic media >Predicting Satellite Radio Adoption via Listening Motives, Activity, and Format Preference
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Predicting Satellite Radio Adoption via Listening Motives, Activity, and Format Preference

机译：通过聆听动机，活动和格式偏好来预测卫星广播的采用

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摘要

As a subscription medium, satellite radio diffusion remains stagnant. To compete effectively against their terrestrial and online counterparts, the satellite radio industry needs to understand their potential audiences' listening needs and wants. This study surveyed a national sample to examine audience affinity, motives, and activity as well as format preferences to help assess listener interest in adopting satellite radio. Study findings suggest that the exploratory theoretical framework tested in this study—including the uses and gratification perspective, the audience activity construct, and the technology cluster concept—were able to expla in satellite radio adoption interest with strong empirical support.
机译：作为订阅媒体，卫星无线电扩散仍然停滞不前。为了与地面和在线对手有效竞争，卫星广播行业需要了解其潜在听众的收听需求和需求。这项研究调查了一个全国样本，以检查听众的亲和力，动机和活动以及格式偏好，以帮助评估听众对采用卫星广播的兴趣。研究结果表明，在这项研究中测试的探索性理论框架（包括使用和满足的角度，受众活动的构造以及技术集群概念）能够在强大的经验支持下说明卫星无线电采用的兴趣。

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