Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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The Effect of Mukbang under Consumers' Positive and Negative Emotions on Their Vicarious Satisfaction and Desire to Eat

소비자의 긍정적 감정과 부정적 감정에서 먹방이 대리만족과 욕구에 미치는 영향

  • Kim, Hyunpil (Department of Business Administration, Chung-Ang University) ;
  • Hwang, Kumju (Department of Business Administration, Chung-Ang University)
  • Received : 2022.01.21
  • Accepted : 2022.02.24
  • Published : 2022.02.28
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Abstract

Mukbang, which has established itself as a popular content, is now enjoying a sensational popularity not only in Korea but also around the world. This study investigated the effects of mukbang on consumers' vicarious satisfaction and desire increase in different emotional aspects. In addition, we analyzed how the positive and negative emotions of consumers affect the vicarious satisfaction and desire increase of mukbang. According to this purpose, 120 participants in their 20s and 30s who had experienced watching mukbang were encouraged to watch mukbang videos after inducing positive, negative, and neutral emotions, and the effects of vicarious satisfaction and increased desire depending on emotions were examined. As a result of the experiment, it was confirmed that vicarious satisfaction through mukbang was high in positive emotional states, and desire through mukbang was high in negative emotional states. This study has a theoretical contribution that empirically investigates the different effects of mukbang according to positive and negative emotions, and is expected to help derive marketing measures using consumer emotional states that have not been received enough attention in using mukbang as a marketing tool.

Keywords

Acknowledgement

This research was supported by the Chung-Ang University Research Scholarship Grants in 2020

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