A Conceptual Study of Factors Influencing the Trust of Radio Listeners in Bangkok and Its Metropolitan Area

Abstract

This study aims to explore the concepts and factors influencing the trust of radio listeners in the Bangkok Metropolitan Region, with a focus on the Digital Audio Broadcasting Plus (DAB+) system. This system was developed to address the limitations of traditional FM broadcasting, particularly in terms of sound quality, signal interference reduction, and increased content diversity. The study focuses on analyzing key variables, including Digital Audio Broadcasting, Innovation DAB+, Expectation, Perception, and Trust. The findings reveal that DAB+ positively influences listeners' expectations and perceptions. Expectations stem from the unique features of the system, such as superior sound quality and ease of use, while positive perceptions are driven by DAB+ innovations that enhance its value and usability. Furthermore, expectations and perceptions directly impact trust in the DAB+ system. Innovation factors, such as trialability and compatibility, play a crucial role in promoting acceptance of the new system. The results of this study can be utilized as a framework for developing strategies and policies to support the sustainable adoption of DAB+ in Thailand.