The Influence of Digital Audio Broadcasting (DAB+), Innovation, Expectations, and Perception on the Trust of Radio Listeners in Bangkok and the Metropolitan Area

Abstract

              The radio broadcasting industry in Thailand is currently facing severe spectrum congestion due to the previous practice of allowing operators to establish radio stations freely based on demand. This has resulted in excessive radio stations, leading to air traffic issues and interference with primary radio station signals. Given this situation, Thailand’s regulatory agencies must restructure the frequency spectrum to manage it more efficiently.  This study aims to 1) examine the levels of digital radio DAB+, innovation, expectations, perception, and trust among radio listeners in Bangkok and the surrounding metropolitan area.  2) Investigate the influence of DAB+ digital radio, innovation, expectations, and perception on the trust of radio listeners in this region.  3) Develop a radio listener trust model in the Bangkok metropolitan area.  This research employed a mixed-methods approach, integrating both quantitative and qualitative research. For the quantitative part, the sample consisted of 340 radio listeners residing in Bangkok and the surrounding areas, selected based on a criterion of 20 times the number of observed variables using multistage sampling. Data were collected via questionnaires and analyzed using structural equation modeling (SEM).  The qualitative component involved in-depth interviews with 20 key stakeholders, including regulators, radio station operators, and radio hosts in the Bangkok metropolitan area.  The research findings revealed that 1) levels of DAB+ digital radio, innovation, expectations, perception, and trust among listeners were high.  2) DAB+ digital radio, innovation, expectations, and perception statistically significantly influenced listener trust at the 0.05 level. 3) The developed trust model, named the “DAB+ PIEPT Model” (P = Product, I = Innovation, E = Expectation, P = Perception, T = Trust), effectively represents the factors influencing listener trust.  Furthermore, the qualitative results indicate that in order to build trust among radio listeners in the Bangkok metropolitan area, radio operators must adopt advanced broadcasting technologies, develop digital audio services in accordance with international standards, utilize innovative communication strategies, and educate listeners on new systems to enhance their engagement and capabilities.  The results of this study can serve as a guideline for policy development aimed at fostering sustainable trust in radio broadcasting among urban listeners in the future.