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

Sustainability, 2023-03, Vol.15 (5), p.4013 [Peer Reviewed Journal]

COPYRIGHT 2023 MDPI AG ;2023 by the author. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2071-1050 ;EISSN: 2071-1050 ;DOI: 10.3390/su15054013

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  • Title:
    Understanding Social Media Users’ Mukbang Content Watching: Integrating TAM and ECM
  • Author: Song, Hyo Geun
  • Subjects: Attitudes ; Behavior ; Digital media ; Empirical analysis ; Food ; Hypothesis testing ; Literature reviews ; Purchasing ; Social media ; Social networks ; Sustainability ; Technology Acceptance Model ; User generated content
  • Is Part Of: Sustainability, 2023-03, Vol.15 (5), p.4013
  • Description: 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.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 2071-1050
    EISSN: 2071-1050
    DOI: 10.3390/su15054013
  • Source: GFMER Free Medical Journals
    Coronavirus Research Database
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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