The Impact of Para-social Interaction on Car Drivers' Radio Listening

In this study, we examined the impact of para-social interaction on car drivers; exposure to radio programs, realistic interaction with radio host's micro-blog and attention to ads in the radio program. Car drivers (990) were employed and asked to complete a questionnaire. Hierarchical regression and one-way ANOVA were recommended to conduct statistical analysis on data collected from the questionnaire surveys and several results were identified. The higher the level of the car drivers' para-social interactions with a radio host really led to greater radio exposure, not only in the days per week that they listened to the radio when driving on the road, but also in the minutes each day they spent on listening to the radio when driving. The higher level of the car drivers' para-social interactions with a radio host actually predicted greater attention to the host's micro-blog, as well as a greater amount of attention to the ads in the radio program.