ABSTRACT

Guided by the uses and gratifications theory, the current study examines the motivations behind FM radio listenership during the COVID-19 pandemic. A survey was conducted among 410 FM radio users from India. The result identified six motivations behind FM radio listenership, i.e., Information seeking, Relaxing-entertainment, Diversion, Companionship, Convenient multitasking, and Passing time. The study observed significant age and gender differences among the motivations behind FM radio listenership. All motivations, except passing time, were significant predictors of FM radio listenership. When convenient-multitasking, companionship, and diversion positively predicted listeners’ affinity toward FM radio. The information-seeking motive negatively predicted the affinity. Information seeking, relaxing- entertainment and diversion positively predicted satisfaction with FM Radio. The theoretical and practical implications of the study were also discussed.

摘要

在使用和满足理论的指导下，当前的研究调查了 COVID-19 大流行期间 FM 广播收听背后的动机。对来自印度的 410 名调频广播用户进行了一项调查。结果确定了 FM 广播听众背后的六种动机，即信息搜索、放松娱乐、转移注意力、陪伴、方便的多任务处理和消磨时间。该研究观察到 FM 广播收听背后的动机存在显着的年龄和性别差异。除了消磨时间之外，所有动机都是调频广播收听率的重要预测因素。当方便时——多任务处理、陪伴和转移正向预测听众对调频广播的亲和力。信息寻求动机消极地预测了亲和力。信息查询，放松-娱乐和消遣对调频收音机的满意度有积极的预测作用。还讨论了该研究的理论和实践意义。