在所有的新興社群媒體中，Podcast 的發展相當早，但真正受到歡迎則是這 兩年的事。Podcast 這種以預錄音檔的方式來分享個人經驗、知識、觀點的媒體 型式，非常類似傳統廣播節目，但因為隨選隨聽與長度彈性、尺度不受限等特質， 從 2019 年開始大受歡迎。然而，囿於 Podcast 單向傳播的限制，錄製節目時無法 與聽眾即時互動，導致粉絲的經營都必須另闢頻道，以 Facebook、Instagram 等 不同社群平台來協助管理。本研究試圖暸解在這種單向傳播的媒體環境中， Podcast 主持人該如何與粉絲建立關係。
如同一段友誼的發展，關係的建立常常是透過彼此揭露個人興趣、或隱私訊 息，以換取對方的信任。這種自我揭露的模式是否也能成為 Podcaster 與聽眾間 關係建立的工具。為驗證以上推論，本研究透過兩個實驗，探討以自我揭露做為 擬社會互動技巧，是否有助於建立聽眾對 Podcaster 的信任，進而影響其廣告代 言之效果。實驗一設計兩個版本的音檔，探討有無自我揭露對來源可信度與品牌 信任的影響，結果發現:「擬社會互動」在「自我揭露」與「品牌信任」之間具 有完全中介效果。證實 Podcaster 若採取揭露個人興趣的方式，將可以有效提升 受測者對其可信度的評價，並間接影響對其代言產品的信任。
實驗二則延續實驗一的主題，主要思考的重點是當主持人揭露個人特殊的興 趣嗜好時，若聽眾與其興趣偏好不同，則是否仍有助產品的推廣。本研究根據研 究結果，提供具體的結論與管理意涵，冀望作為管理 Podcaster 與受聽眾間互動 關係發展之參考。

Among all the new social media, the development of Podcast is quite early, but it has been the past two years that it is really popular. Podcast --- a media type that uses pre-recorded files to share personal experience, knowledge, and opinions, is very similar to traditional radio programs, but owing to its characteristics such as on- demand listening, flexibility in length, and unlimited scale, it has been greatly popular since 2019. However, due to the limitation of one-way transmission of Podcasts, it is impossible to interact with the audience in real time when recording programs. As a result, podcasters have to set up separate channels for interacting with fans, and use different social platforms such as Facebook and Instagram to assist in management. This study attempts to understand how Podcasters can build relationships with fans in this one-way media environment.
Just like the development of a friendship, the establishment of a relationship is often through exposing personal interests or private information to each other in exchange for the other's trust. Can this self-disclosure model also become a tool for establishing the relationship between podcaster and the audiences? In order to verify the above inferences, this study uses two experiments to explore whether self- disclosure as a parasocial interaction technique can help podcaster to build listeners’ trust, thereby affecting the effectiveness of its advertising endorsements. Experiment 1 designed two versions of audio files to explore the impact of self-disclosure on source credibility and brand trust. The result found that "parasocial interaction" fully mediated the relationship between "self-disclosure" and "brand trust". It proves that if podcasters expose personal interests, it will effectively improve the respondents’ evaluations of his credibility, and indirectly affect the trust of his endorsement products.
Experiment 2 continues the theme of Experiment 1, and focus of thinking when the podcaster reveals his own special interests and hobbies, if audiences are different from their interests and preferences, will it still help the promotion of the product? Based on the results, this research provides specific conclusions and management implications, hoping to serve as a reference for managing the development of the interactive relationships between Podcasters and the audiences.

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