Browse > Article
http://dx.doi.org/10.5392/JKCA.2021.21.12.400

Effects of Exposure to Cooking Show Contents on the Consumption of Agricultural Products: Focused on Potato Consumption  

Rah, HyungChul (충북대학교 동물의학연구소)
Kim, Hyeon-Woong (농촌경제연구소)
Ko, Hyeonseok (농촌진흥청 디지털농업추진단)
Shin, Jaehoon (농촌진흥청 디지털농업추진단)
Cho, Yongbeen (농촌진흥청 디지털농업추진단)
Nasridinov, Aziz (충북대학교 소프트웨어학과)
Yoo, Kwan-Hee (충북대학교 소프트웨어학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.12, 2021 , pp. 400-407 More about this Journal
Abstract
Recently, mukbang and cookbang or cooking shows on TV and YouTube channels have increased, and the influences of these broadcasts on food consumption have been gradually increasing. There were several news articles on 'Baek Jong-won effect', in which the consumption of the agri-food Mr. Jong-won Baek mentioned on his broadcast soared, and even foods named after him are on the market. In this study, Mr. Jong-won Baek, who produces influential cooking contents through various media, was taken as a representative example. We evaluated if 'Baek Jong-won effect' exists on potato consumption, which Mr. Jong-won Baek broadcasted potato cooking recipes on TV and YouTube. After the potato recipe was broadcasted for the first time on the TV show called HomeFoodRescue, the differences in the amount of money to purchase potatoes before and after the broadcast were estimated by using the money amount to purchase data of Agri-food consumers panel and the difference-in-differences method at 6 time points (3, 6, 9, 12, 24, and 36 months). Among the time points analyzed, the potato purchases at post-broadcast were less than those at pre-broadcast. No results were observed suggesting the existence of 'Baek Jong-won effect' on potato consumption through HomeFoodRescue show in the study.
Keywords
Agri-food Consumption; Cooking Show; Potato; Baek Jong-won Effect; Unstructured Big Data;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 이수은, 강창희, "여행 예능 TV 프로그램을 통한 관광지 노출이 방문 관광객 수에 미치는 영향: tvN "꽃보다 시리즈" 의 사례," 응용경제, Vol.20, pp.5-35, 2018.
2 윤선민, 홍장선, 김명희, "음식 TV 프로그램에 대한 시청자들의 주관성 연구: 프로그램 기획의도를 중심으로," 한국콘텐츠학회논문지, 제18권, 제1호, pp.651-664, 2018.   DOI
3 J. Liaukonyte, T. Teixeira, and K. C. Wilbur, "Television advertising and online shopping," Marketing Science, Vol.34, pp.311-330, 2015.   DOI
4 Y. Ngqangashe, C. J. De Backer, L. Hudders, N. Hermans, H. Vandebosch, and T. Smits, "An experimental investigation of the effect of TV cooking show consumption on children's food choice behaviour," International journal of consumer studies, Vol.42, pp.402-408, 2018.   DOI
5 신미해, 오상헌, 황대용, 서수석, 김영철, "SNS 특성이 농식품 콘텐츠의 소비자만족과 구매의도에 미치는 영향," 한국콘텐츠학회논문지, 제12권, 제11호, pp.358-367, 2012.   DOI
6 박용선, "정용진, 백종원과 약속 지켰다...'못난이 감자' 이마트서 판매," 조선비즈, 2019.
7 김난영, "이중차분법 (Difference-in-Differences, DiD) 을 활용한 정부 사업 평가: 마이스터고지원사업 효과를 중심으로," 정책분석평가학회보, Vol.29, pp.141-167, 2019.   DOI
8 Y. Fong, Impact of television cooking shows on food preferences, California State University, Long Beach, 2015.
9 김지원, "정용진, 백종원 '못난이 감자' 30톤 사들였다...전국 이마트서 판매," 경향신문, 2019.
10 최승식, "백종원.정용진 '못난이 감자' 합심...3일만에 다 팔렸다," 중앙일보, 2019
11 나형철, 오은화, 유도일, 조완섭, 아지즈 나스리디노프, 박성호, 조용빈, 류관희, "정형 및 비정형 빅데이터를 이용한 양파 소비 예측," 한국콘텐츠학회논문지, 제18권, 제11호, pp.30-37, 2018.   DOI
12 나은경, "'먹는 방송'과 '요리하는 방송' 음식 미디어에 대한 커뮤니케이션학적 탐색: 텔레비전 먹방/쿡방 유행의 사회문화적 배경과 뉴미디어 이용 요인," 사회과학연구, 제28권, 제1호, pp.183-215, 2015.
13 K. M. Dallmann, "Targeting women in German and Japanese magazine advertising: A difference-in-differences approach," European Journal of Marketing, 2001.
14 이일호, "백종원 효과'...한돈시장 훈풍되나," 축산신문, 2021.
15 K. W. Min, From coffee cups to commercials, Baek Jong-won is everywhere, Korea JoongAng Daily, 2021.
16 윤정헌, "유통업계 강타한 '백종원 효과'... 지금은 '백종원시대'?," 민중의 소리, 2020.
17 전송화, "[팩트체크] 백종원 효과로 양팟값 반등? 가락시장 가보니" 연합뉴스, 2019.
18 F. Principe and V. Carrieri, "Health's kitchen: TV, edutainment and nutrition," Ruhr Economic Papers 3969730228, 2020.
19 김기영, 이경숙, 최양옥, "TV 음식프로그램 시청동기가 태도와 구매의도에 미치는 영향," 관광연구저널, 제31권, 제1호, pp.107-122, 2017.
20 H. J. Sung, H. Y. Kim, and M. Cho, "How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk," Sustainability, Vol.12, p.7131, 2020.   DOI
21 전창영, 지윤호, "먹방.쿡방 영상콘텐츠 노출에 따른 비합리적 소비성향에 관한 연구," 관광연구, 제36권, 제1호, pp.23-40, 2021.