Understanding Social Media Users’ Mukbang Content Watching: Integrating TAM and ECM

Hyo Geun Song ()
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Hyo Geun Song: William F. Harrah College of Hospitality, University of Nevada, Las Vegas, NV 89557, USA

Sustainability, 2023, vol. 15, issue 5, 1-15

Abstract: The purpose of this research is to examine the precursors of a social media user’s purchase intention and intention to watch mukbang content. This study collected empirical data from 399 social media users who had viewed mukbang content and used smart PLS to analyze the data. This analysis found that vicarious satisfaction and attractiveness of content performers had an effect on attitudes toward mukbang. Moreover, this study found that perceived ease of use and attitude toward mukbang content had an impact on the intention to watch mukbang content. Furthermore, the intention to watch mukbang was a motivator of purchase intention regarding food items in mukbang content. This study contributes to the literature by investigating the influence of mukbang watching on purchasing intention.

Keywords: mukbang; technology acceptance model; expectation–confirmation model; attitude; attractiveness; vicarious satisfaction; purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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