Exploration to Radio Listeners’ Situations, Behaviors, and Motivations: Using Situation as an Important Predictor


Hsiang Chen、Pi-Lien Wang


listening motivation, situationalism, radio listening situations


Previous studies upon radio listeners’ behaviors attempts to describe the relationships between motivations and listening behaviors. Based on the factors of situation in Dervin’s sense-making theory and Belk’s situation constructs, this study attempts to explore the interactions between radio listeners’ behaviors and their listening motivations by anchoring their behaviors on a specific point of time, space and social surrounding. Results indicate a significant interaction between motivation and situation. Situation is an important and valid predictive variable for radio listeners’ behaviors and motivation.