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The Effect of Youtube Contents Characteristics of Mukbang on Flow and Food Product Purchase Intention
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먹방 유튜브 콘텐츠 특성이 몰입과 음식 상품 구매의도에 미치는 영향

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Type
Academic journal
Author
Won-Chul Kang (혜전대학교)
Journal
Culinary Society of Korea Culinary Science & Hospitality Research Vol.27 No.8(Wn.133) KCI Accredited Journals
Published
2021.8
Pages
87 - 96 (10page)

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The Effect of Youtube Contents Characteristics of Mukbang on Flow and Food Product Purchase Intention
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The purpose of this study is to examine whether the characteristics of Mukbang YouTube contents have significant effects on involvement and purchase intention of food products and to verify it through empirical analyses. Data collection with a convenience sampling method was carried out from April 5 to April 16, 2021 and was conducted for those who have experienced watching Mukbang YouTube around Seoul and Kyonggi areas. A total of 221 questionnaires were distributed, and the valid samples of 211 were used for analyses, exclusive of samples that answered insincerely or did not meet the purpose of the study. The results from analyses are as follows. First, among the characteristics of Mukbang YouTube contents, entertainment was found to significantly have a positive (+) effect on involvement(attention), whereas variety did not have a significant effect on involvement(attention). Also, it discovered that both entertainment and variety among the characteristics of Mukbang YouTube contents significantly had a positive (+) effect on involvement(pleasure). Second, during the characteristics of involvement, both pleasure and attention were found to significantly have a positive (+) effect on the intention to purchase food products. Based upon the results of this study, it anticipates that it will be a useful clue for marketers to establish effective marketing strategies suitable for the characteristics of Mukbang YouTube contents.
#Youtube contents characteristics of mukbang #Flow #Food product purchase intention

Contents

ABSTRACT
1. 서론
2. 이론적 배경
3. 연구방법
4. 실증분석
5. 결론
REFERENCES

References (33)

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An, J., & Choi, Y. (2016). Characteristics of the viewing community in personal web-casting. Korean Journal of Broadcasting and Telecommunication Studies, 30(2), 5-53. google schola Csikszentmihalhi, M. (2020). Finding flow: The psychology of engagement with everyday life. Hachette UK. google schola Chun, B. J. (2008). Content creation and flow: Why they clik or create UCCs. Journal of Korea Contents Association, 8(12), 222-235. google schola Chung, Y. K. (2018). Why do female college students watch beauty Youtubers and what do they experience?. The Journal of Social Science, 25(3), 7-28. google schola Choi, J. W. (2019). The effect of YouTube travel contents features on flow and satisfaction. Journal of Tourism Management Research, 88, 193-211. google schola

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