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

Area of Science:

• Social Media Studies
• Consumer Behavior
• Media Psychology

Background:

• Mukbang, a type of user-generated content (UGC) food video, has gained significant popularity on online platforms.
• Understanding viewer motivations and the impact of mukbang consumption on consumer behavior is crucial.

Purpose of the Study:

• To identify key motivators for watching mukbang content.
• To examine the influence of these motivators on viewing intentions through attitudes and para-social relationships.
• To investigate the effect of mukbang viewing intention on subsequent purchase intention.

Main Methods:

• Qualitative interviews were conducted to explore viewer motivations.
• Quantitative survey data were collected from 399 mukbang viewers.
• Structural Equation Modeling (SEM) using SmartPLS was employed to analyze the relationships.

Main Results:

• Vicarious satisfaction, enjoyment, and information positively influenced attitudes toward mukbangs, subsequently increasing viewing intention.
• Exposure and attractiveness positively influenced para-social relationships, also increasing viewing intention.
• The intention to watch mukbangs significantly impacted the purchase intention of featured food items.

Conclusions:

• Mukbang viewing is driven by a combination of intrinsic and extrinsic factors, mediated by cognitive and affective pathways.
• The study empirically validates the link between mukbang consumption and increased purchase intention, highlighting its marketing implications.