Factors and Storytelling Strategies That Influence Listener’s Choice to Watch Video Podcasts on the Youtube Platform in the Category of Science Stories in Bangkok

Abstract

The research on “Factors and Storytelling Strategies that Influence the Choice of Watching Video Podcast Programs on the YouTube Platform: The Case of Stories about Mysterious Beliefs among Viewers and Listeners in Bangkok” aims to: 1) Study the demographic factors that influence the choice of watching video podcast programs on the YouTube platform in the category of stories about mysterious beliefs among viewers and listeners in Bangkok, 2) Examine the storytelling strategies that influence the choice of watching video podcast programs on the YouTube platform in the same category, and 3) Analyze the formats of stories in video podcast programs on the YouTube platform in the category of stories about mysterious beliefs. This is a quantitative research study. Data were collected through self-administered questionnaires using a single-stage accidental sampling method, with a sample size of 400 respondents. Statistical software was used to analyze the data. The statistics used for data analysis included frequency, percentage, mean, standard deviation, and Spearman's rank-order correlation coefficient. The research results indicated that demographic factors, storytelling techniques, and storytelling formats significantly influenced the choice of watching video podcast programs in the category of mysterious beliefs among viewers in Bangkok. The test values were 0.874, 0.830, and 0.637, respectively, and were statistically significant at the 0.05 level.