Song Hyo Geun, Kim Yen-Soon, Hwang Eunmin
William F. Harrah College of Hospitality, University of Nevada, Las Vegas, NV 89154, USA.
Department of Hospitality and Tourism Management, University of South Alabama, Mobile, AL 36688, USA.
Behav Sci (Basel). 2023 Mar 2;13(3):214. doi: 10.3390/bs13030214.
Mukbang is widely recognized as a new type of food video on user-generated content (UGC) platforms. The purpose of this study was to identify motivators to watch mukbangs and to examine the relationship between these motivators and the intention to watch mukbangs via attitudes toward mukbangs and para-social relationships. In addition, this study examined how the intention to watch mukbangs affected purchase intention. Interviews were conducted to determine the motivation factors for watching mukbangs by collecting data from mukbang viewers. The results of the interviews suggested that vicarious satisfaction, enjoyment, information, exposure, and attractiveness were motivators for watching mukbangs. Using a survey, this study collected data from 399 participants who watched mukbangs to test relationships. Using SmartPLS, structural equation modeling (SEM) was conducted. The outcomes of the SEM indicated that vicarious satisfaction, enjoyment, and information influenced the intention to watch mukbangs via attitudes toward mukbangs. The results also indicated that exposure and attractiveness had an impact on the intention to watch mukbangs via para-social relationships. Furthermore, the intention to watch mukbangs influenced the intention to purchase food items portrayed in the mukbang content. This study contributes to the literature by empirically confirming the effect of watching mukbang on purchase intention.
吃播被广泛认为是用户生成内容（UGC）平台上一种新型的美食视频。本研究的目的是确定观看吃播的动机，并通过对吃播的态度和准社会关系来考察这些动机与观看吃播意愿之间的关系。此外，本研究还考察了观看吃播的意愿如何影响购买意愿。通过对吃播观众收集数据进行访谈，以确定观看吃播的动机因素。访谈结果表明，替代性满足、享受、信息、接触和吸引力是观看吃播的动机。本研究通过问卷调查从399名观看吃播的参与者中收集数据以检验各关系。使用SmartPLS进行了结构方程建模（SEM）。SEM的结果表明，替代性满足、享受和信息通过对吃播的态度影响观看吃播的意愿。结果还表明，接触和吸引力通过准社会关系对观看吃播的意愿产生影响。此外，观看吃播的意愿影响了购买吃播内容中所展示食品的意愿。本研究通过实证证实观看吃播对购买意愿的影响，为该领域文献做出了贡献。
