How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users: A Mixed-Method Study

How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users: A Mixed-Method Study

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 pa...

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Bibliographic Details
Main Authors: Hyo Geun Song, Yen-Soon Kim, Eunmin Hwang
Format: Article
Language:English
Published: MDPI AG 2023-03-01
Series:Behavioral Sciences
Subjects:
mukbang
user-generated content
purchase intention
attitude
para-social relationship
S-O-R framework
Online Access:https://www.mdpi.com/2076-328X/13/3/214

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