• 대한지역사회영양학회지
• /
• 제26권2호
• /
• pp.93-102
• /
• 2021

Objectives: This study was conducted to investigate the relationship between watching mukbang (eating broadcasts) and dietary and health behavior in adults who watch mukbang. Methods: The questionnaire was administered on a self-written basis through online and offline formats to 800 adults (400 men and 400 women). The contents of the survey consisted of general characteristics, mukbang viewing time per week, breakfast intake frequency, preference for menus when viewing mukbang, delivery food intake frequency per week, late meal intake frequency per week, and health behavior. The subjects were divided into three groups according to mukbang viewing time. Results: The body weight of viewers was significantly higher when mukbang viewing time was over 14 hours for both men and women. In particular, based on the BMI (body mass index), those who watched mukbang for more than 14 hours were found to be overweight. People with more than 14 hours of mukbang viewing time per week were found to prefer mostly carbohydrate-rich food and meat, while those with less than 7 hours of mukbang viewing time per week showed a higher preference for vegetables and fruits. An analysis of the frequency of breakfast eaten showed that the rate of skipping breakfast was the highest for those who watched mukbang for more than 14 hours per week, and the rate of eating breakfast daily was the highest in the case of fewer than 7 hours of viewing. In the case of high mukbang viewing time per week, the frequency of food delivery and night eating was high. When mukbang viewing time was high, the viewer's interest in health was low and the frequency of exercising too was low. Conclusions: Viewers with high mukbang viewing time showed undesirable health and eating behavior. Thus, it is believed that proper nutrition education on improving eating habits and raising the awareness of correct eating habits is necessary for such viewers.

• Journal of Information Technology Applications and Management
• /
• 제29권1호
• /
• pp.71-82
• /
• 2022

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.

• Nutrition Research and Practice
• /
• 제14권3호
• /
• pp.276-285
• /
• 2020

BACKGROUND/OBJECTIVES: As watching food-related programs has become very popular among the young generation in Korea, this study sought to compare the Mukbang- and Cookbang-watching status of university students with their dietary life. SUBJECTS/METHODS: The participants were 380 students who were not majoring in food and nutrition at a university in Gyeonggi, Korea. Based on self- reports, the participants were grouped according to their frequency of watching Mukbang or Cookbang: frequent-watching (FW) 21.1% and 5.3%, respectively; moderate-watching (MW) 43.9% and 27.9%, respectively; and not-watching (NW) 35.0% and 66.8% respectively. RESULTS: In the FW group, up to 88.8% and 70.0% of participants reported watching Mukbang and Cookbang, respectively, ≥ 3 days/week. Almost all participants in the FW and MW groups reported intention to keep watching these shows. The most frequent watching route was "YouTube" and the most important criterion to select a program was "food". In the case of Mukbang, but not Cookbang, the participants in the FW group scored their diet significantly worse than those in the NW group (P < 0.05). A greater proportion of participants felt that watching Cookbang improved their diets rather than worsened them (14.3% vs. 0.8%, respectively), while more participants said that watching Mukbang worsened their diets rather than improved them (8.1% vs. 2.4%, respectively). In both cases, greater differences were shown in the FW groups compared to the MW groups (P < 0.05 and P < 0.01 for Cookbang and Mukbang, respectively). Moreover, the participants answered that Mukbang-watching prompted them to eat more of less desirable food, such as through eating out and purchasing convenient and delivered foods, whereas Cookbang-watching made them want to cook more of their own food. CONCLUSIONS: Our results suggested that Korean university students who frequently watch Mukbang, but not Cookbang, may be a nutritionally vulnerable group that needs attention.

• 한국콘텐츠학회논문지
• /
• 제20권9호
• /
• pp.68-85
• /
• 2020

2000년대 초반 뉴미디어 플랫폼을 통해 등장한 '먹방'은, 사회경제적 조건의 악화 속에서 혼자 식사를 해야 하는 청년 세대의 삶을 반영하였다. 많은 젊은이들이 먹방을 함께 시청하며, 비슷하게 어려운 처지를 겪는 이들과 가상적 일상 생활의 공동체를 구축하며 위안을 얻을 수 있었다. 이후 먹방은 사회를 반영하며, 또한 시청자의 요구를 수용하며 다양한 형태로 진화하여, 현재는 한국에서만이 아니라 글로벌 현상이 되었다. 기존 연구는 이런 먹방의 성장과 변화보다는 초반에 나타나는 화제거리로서의 현상에만 주목하여 먹방을 제한적으로 다루고 있다. 본 논문은 이런 한계를 비판적으로 검토하며, 먹방의 성장과 발전이 사회적 변화 과정과 어떻게 상호작용하며 전개되었는가, 그리고 이런 먹방의 고유성이 어떻게 뉴 미디어의 특성 속에서 등장할 수 있었는 가를 살펴보고자 한다. 이를 통해 먹방이 세계적 현상으로 성장한 맥락과 기존 미디어에 미친 영향 등을 두루 살펴볼 수 있을 것이다.

• Journal of Nutrition and Health
• /
• 제54권1호
• /
• pp.104-115
• /
• 2021

Purpose: With increased time spent at home due to prolonged online classes, this study sought to determine how the coronavirus disease 2019 (COVID-19) pandemic has impacted the mukbang- and cookbang-watching patterns and dietary life of college students. Methods: All students majoring in food and nutrition (FN) at a college in Gyeonggi, Korea, participated in the survey in April 2019 (M/F = 36/106) and June 2020 (M/F -37/130) and data were analyzed using SPSS 26.0. Results: Compared to students responding in 2019, those in 2020 reported more frequently eating alone (p < 0.01) and cooking (p < 0.01), and evaluated their diets better regarding pleasant mealtimes atmosphere (p < 0.05), moderation in drinking (p < 0.05), and not consuming excessively delivery foods (p < 0.001), processed foods (p < 0.01), foods with animal fat (p < 0.01), salty foods (p < 0.01), and sweets (p < 0.01). Although the proportion of respondents who answered that they watched mukbang and cookbang at least occasionally did not change, greater proportions of respondents reported watching both genres frequently (p < 0.001, respectively) and spending less time/day in watching mukbang (p < 0.05) in 2020 vs. 2019. While they evaluated the effect of mukbang- and cookbang-watching on overall diet similarly, the proportion of respondents that reported feeling as though mukbang-watching prompted them to eat more of less-desirable foods decreased from 54.3% to 41.5% (p < 0.05). Diet improvement of participants due to COVID-19 resulted in that the association between frequent mukbang-watching and unhealthier dietary habits in 2019 was not shown in 2020. Conclusion: Our results suggest that the prolonged at-home stays due to COVID-19 might have improved many aspects of diet and decreased undesirable effect of frequent mukbang-watching in case of college students majoring in FN.

• Journal of Information Processing Systems
• /
• 제18권4호
• /
• pp.470-479
• /
• 2022

Mukbang is a type of foodcasting where a host records or streams their eating rituals for audience consumption in live format. With origins in South Korea via the online broadcast genre found on Afreeca TV in the mid-2000s, the phenomenon has since found global popularity. Its development as a full-fledged genre is based on a communication culture that invites people to a meal rather than to talk to one another; viewers watch in silence as a host consumes a copious number of dishes from Korean gastronomy to fast food to other ethnic cuisine on display. An invitation to eat means the beginning of a public relationship that quickly turns to a private shared experience. This study analyzes several Mukbang video postings and makes use of Linden's culture approach model to provide a view toward a number of cross-cultural connections by Koreans and non-Korean audiences. Prior to the study, 10 Korean eating shows were selected and used as standard models. Korean Mukbang mainly consists of eating behavior and ASMR, with very few storytelling or narrative devices utilized by its creators. For this reason, eating shows make a very private connection. In other ways, this paper shows how 28 Mukbang-related YouTube contents selected by Ranker were evolving and examined through notions of acculturation and reception theory.

• 한국컴퓨터정보학회논문지
• /
• 제26권12호
• /
• pp.273-281
• /
• 2021

본 연구는 유튜브 먹방 콘텐츠 속성이 호감도, 만족도, 브랜드 선택에 어떠한 영향을 미치는가를 분석하여, 유튜브 먹방 콘텐츠의 활용이 어떤 형태로 이루어져야 하는지 그 방법을 찾는데 목적이 있으며, 외식 프랜차이즈 본부에서 유튜브를 활용한 전략적 마케팅 방안을 제안하고자 한다. 본 연구에서는 유튜브 먹방 콘텐츠 중 치킨 먹방을 시청한 경험이 있는 218명을 대상으로 설문을 실시하였다. 선행연구를 통해 유튜브 콘텐츠 속성을 정보성, 오락성, 신뢰성, 매력성으로 구분하였다. 연구가설의 검증을 위하여 단일 회귀분석, 다중회귀 분석을 실시하여 변수들 간의 관계를 확인하였다. 핵심 연구결과를 정리해보면 첫째, 유튜브 먹방 콘텐츠 속성이 호감도에 긍정적인 관계가 있는 것으로 나타났다. 둘째, 유튜브 먹방 콘텐츠 속성이 만족도에 긍정적인 관계가 있는 것으로 나타났다. 셋째, 호감도는 만족도에 영향을 미치는 것으로 나타났다. 넷째, 호감도는 브랜드 선택에 영향을 미치는 것으로 나타났다. 다섯째, 만족도는 브랜드 선택에 영향을 미치지 않는 것으로 나타났다. 이러한 연구결과로 볼 때 외식 프랜차이즈 본사의 유튜브 마케팅 활성화를 위하여 유튜브 먹방 콘텐츠를 통해 매력있는 정확한 정보 제공을 통해 이용자들의 호감도를 높이고, 지속적인 호감도 증진을 통해 브랜드 선택을 할 수 있도록 전략적인 접근이 필요할 것이다.

• 인터넷정보학회논문지
• /
• 제24권6호
• /
• pp.49-55
• /
• 2023

본 연구에서는 유튜브 먹방 콘텐츠의 인기를 예측하는 모형을 제안하고 사후 분석을 통하여 먹방 콘텐츠의 인기에 영향을 주는 요인들을 식별하였다. 이를 위해 API와 Pretty Scale을 활용하여 구독자수 상위 먹방 채널들로부터 22,223개 콘텐츠의 정보를 수집하고 Random Forest, XGBoost 및 LGBM 등의 머신러닝 알고리즘을 기반으로 조회수와 좋아요수 예측모델을 구축하였다. SHAP 분석 결과 조회수 예측 모형에서는 구독자수가 예측에 가장 큰 영향을 미치는 반면, 좋아요수 예측 모형에서는 크리에이터의 매력도가 중요변수로 도출되는 등 콘텐츠 조회와 좋아요 반응에 대한 선행요인이 다름을 확인할 수 있었다. 본 연구는 대량의 온라인 콘텐츠를 분석하여 실증 분석을 진행하였다는 점에서 학술적 의의가 있으며 먹방 크리에이터들에게 시청자들의 콘텐츠 소비 경향을 알려주고 상품성 높은 콘텐츠 제작의 가이드를 제공한다는 점에서 실무적인 의의를 지닌다.

• 대한지역사회영양학회지
• /
• 제29권2호
• /
• pp.156-170
• /
• 2024

Objectives: This study aimed to investigate the association between how often Korean adolescents watch Mukbang and Cookbang videos and their dietary habits. Methods: Data from the 18th Korea Youth Risk Behavior Survey conducted in 2022 was analyzed for this study. The study included 51,850 middle and high school students and assessed various aspects, including demographics, frequency of watching Mukbang and Cookbang videos per week, dietary habits, health behaviors, and mental health factors. Results: Nearly a third (29.3%) of Korean adolescents watched Mukbang and Cookbang videos one to four times a week, while 13.5% watched them more than five times weekly. Females, those with lower academic achievement, and those from lower socioeconomic backgrounds were significantly more likely to be frequent viewers (P < 0.001). Increased viewing frequency was associated with poorer dietary habits. Adolescents who watched more frequently were less likely to eat breakfast and consume fruits and milk, while their consumption of fast food, high-caffeine drinks, sugary drinks, and late-night snacks increased (P < 0.001). Higher viewing frequency correlated with increased feelings of stress, depression, and loneliness (P < 0.001). Logistic regression analysis confirmed these associations. More frequent viewers were significantly less likely to eat breakfast (odds ratio (OR), 0.63; 95% confidence interval (CI), 0.58-0.68), and more likely to consume fast food (OR, 1.85; 95% CI, 1.69-2.02), high-caffeine drinks (OR, 1.43; 95% CI, 1.30-1.56), sugary drinks (OR, 1.54; 95% CI, 1.41-1.67), and late-night snacks (OR, 1.37; 95% CI, 1.25-1.51). Conclusions: Our findings suggest that frequent exposure to Mukbang and Cookbang content is linked to unhealthy dietary habits in adolescents. Educational programs may be necessary to mitigate the potential for these videos to negatively influence dietary choices.

• 지능정보연구
• /
• 제28권4호
• /
• pp.119-133
• /
• 2022

음식 문화 및 산업과 관련한 대표적 특징들 중에는 음식 배달 주문 산업이 성장하고 있다는 것과 유튜브와 같은 1인 미디어에서의 소위 '먹는 방송' (먹방)이 최고의 인기 콘텐츠로 자리 잡았다는 사실 등을 거론할 수 있다. 본 연구는 이러한 배경에 근거하여 두가지 초점을 두어 연구하고자 하였다. 먼저, 유튜브 먹방과 먹방 댓글에서 확인되는 대중들의 감성이 관련 음식의 배달 이용 건수에 영향을 미치는지를 회귀분석 모형을 통하여 확인하고자 하였다. 다음으로, 대한민국에서 대표적인 주문 음식인 치킨의 배달 이용 건수 데이터와 유튜브 먹방 댓글 데이터와 날씨 데이터를 활용하여, 머신 러닝을 통한 치킨 배달 주문 예측 모형을 구현하였다. 2015년 6월 3일부터 2019년 9월 30일까지 총 1,580개의 데이터를 활용하였고, 날씨 변수로서의 온도, 습도, 강수량과 유튜브 먹방 변수로의 영상에 달린 댓글 수, 댓글의 긍정어 수, 중립어 수, 부정어 수 등을 수집하였다. 본 연구에 활용된 데이터의 유튜브 먹방과 먹방 댓글의 감성이 배달 이용 건수에 영향 미침을 확인하기위해 선형 회귀 방법론을 사용하였으며, 예측모델을 위해 사용된 머신 러닝은 Linear Regression, Ridge, Lasso, Random Forest, Gradient Boost이다. 본 연구를 통해 유튜브 먹방과 댓글의 감성이 배달 이용 건수에 영향 미침을 확인하였고 예측 모형 또한 기존 모델보다 성능이 좋아짐을 Root Mean Square Error 값을 통하여 확인하였다. 본 연구는 먹방의 광고 효과를 확인하였으며, 배달 업종에서의 경영에 활용할 수 있는 함의를 제공하고자 하였다.