互联网技术的发展使得广播收听的载体日趋多样化,用户可以通过手机内置收音机/移动应用程序、MP3、车载收音机、网络电台等随时随地听到广播,而且随着私家车的拥有率不断提高,广播听众也呈现出年轻化、高端化发展趋势,推动广播成为重要的主流媒体之一。为了全面、系统把握互联网环境下的广播媒体接触行为,分析广播节目的收听时间、地点、动机特点和用户对广播广告的态度评价,本文综合运用定性和定量 With the development of Internet technology, the diversification of radio listening is diversified. Users can hear the radio anytime, anywhere through the built-in radio / mobile application, MP3, car radios and Internet radio stations. As the ownership rate of private cars continues to increase, Listeners also showed a younger and higher-end trend of development, promoting broadcast as one of the major mainstream media outlets. In order to comprehensively and systematically grasp the broadcast media contact behavior under the Internet environment, and to analyze the listening time, location, motivational characteristics and users’ attitudes toward broadcast advertisements of broadcasting programs, this paper comprehensively uses qualitative and quantitative