• Journal of Digital Convergence
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• v.19 no.12
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• pp.413-425
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• 2021

This study examines the motivation for using YouTube 'mukbang' content by integrating the use and satisfaction approach and the technology acceptance model, and identified the determinants that affect the continuous use intention. A survey was conducted on 358 YouTube 'mukbang' content users, and major results were derived through exploratory/confirmatory factor analysis and path analysis using the SPSS 21.0 program and the AMOS 21.0 program. The main results are presented as follows. First, information seeking motive, stress relief motive, and time spending motive had a positive effect on perceived usefulness, and information seeking motive and time spending motive had a positive effect on perceived ease of use. Second, information seeking motivation, stress relief motivation, and time spending motivate had a positive effect on perceived enjoyment and perceived novelty. Third, perceived enjoyment did not have a significant effect on perceived usefulness. Fourth, both perceived enjoyment and perceived novelty had a positive effect on continuous use intention. Fifth, perceived ease of use had a positive effect on perceived usefulness, and perceived ease of use and perceived usefulness had a positive effect on continuous use intention. This study will have academic significance in that it elaborates a model that can identify the continuous use of YouTube 'mukbang' content by integrating the uses and gratifications approach, and technology acceptance model. Future follow-up studies should contribute to the refinement of models related to the determinants of the intention to continue using YouTube's 'mukbang' content through an attempt to integrate various models.

• Journal of the Korean Society of Food Culture
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• v.38 no.1
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• pp.61-72
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• 2023

In this study, we identified the differences in food content watching habits and nutrition quotient in adolescent (NQ-A). A total number of 811 subjects were surveyed to establish their general characteristics, food content watching habits, and NQ-A using a self-administered questionnaire. In addition, the mediating effect of watching motivation between the type of food content watched and the NQ-A score was determined. The classification by the type of the food content mainly watched showed that 405 participants (49.9%) watched the Mukbang content, 244 (30.1%) the Cookbang content, and 162 (20.0%) another contents. Among the content watching motives in the Cookbang content group, information acquisition and enjoyment were predominant, whereas emotional satisfaction had the lowest frequency. Compared to the Mukbang content group, when the Cookbang content group mediated information acquisition motivation, the scores of the total, diversity, balance, and practice of NQ-A score areas increased. Compared to the Mukbang content group, the score in the moderation area decreased when the Cookbang content group mediated enjoyment motivation. If food content with accurate information and interesting content are produced and used for adolescent nutrition education, the education will be highly effective.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.534-546
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• 2020

The purpose of this study was to investigate the preference, use motivation about TV food program, and look into the relationship between these variables and tendency of eating alone, interest for food and empathy. The results of this study showed that five factors of motivation were extracted: ASMR pleasure, visual pleasure, emotional vicarious gratification, information seeking and time-spending. The interest for food effects all of five motivation. Tendency of eating alone had no effect on use motivation. The higher the motivation for visual pleasure, the more preference for mukbang entertainment show, TV food drama, internet mukbang. The higher the motivation for ASMR pleasure, the more preference for TV food drama and internet mukbang. As for high tendency of eating alone, preference for cookbang show and TV food drama was high. People with low empathy showed the preference for TV food drama.

• Journal of the Korea Safety Management & Science
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• v.26 no.2
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• pp.93-105
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• 2024

In this study, based on previous research on personal broadcasting, we indirectly measured content quality, YouTuber attributes, user satisfaction, and behavioral intention, which are latent variables that cannot be directly measured, as measurement variables, and then measured theoretically between the latent variables. In order to analyze the causal relationship, we used a structural equation model to determine to what extent the content quality of the YouTube mukbang channel and the YouTuber's attributes influence behavioral intentions such as purchase, recommendation, and continued use according to viewers' satisfaction with use. We intend to analyze and verify the relationship between related variables. The research results are as follows. First, the value, relevance, timeliness, completeness, and data quantity of content quality were found to have no significant impact on user satisfaction. Second, the trustworthiness, expertise, attractiveness, and intimacy of YouTuber attributes were found to have a significant impact on user satisfaction, but the similarity of YouTuber attributes did not have a significant impact on usage. Third, user satisfaction was found to have a significant impact on behavioral intentions and purchase intentions. However, user satisfaction was not found to have a direct significant impact on recommendation intentions or continued usage intentions.

• Journal of the Korea Convergence Society
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• v.13 no.4
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• pp.359-372
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• 2022

This study aimed to derive a YouTube content strategy that can be exposed to Trending for a long time by comparing the features of 20 channels in the short/long term using 'YouTube Trending' data in 2021. First, through Pearson's correlation analysis, we found that various factors such as 'the number of title or tag letters' related to long-term exposure, and set this as an index to compare features. As a result, 1)'video title' of about 40-45 letters without excessive special characters, 2)'video length' within 10 minutes, 3)'Video description' is effective when writing 2-3 sentences and adding SNS information or including 3 key tags. Also, it would be more effective if you set key tag pairs such as (먹방, mukbang), (역대급, 레전드) derived through text mining. Through this, the channel will spread globally, bringing various advantages, and will be used as an indicator to evaluate the globality of the channel.

• The Journal of the Convergence on Culture Technology
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• v.5 no.4
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• pp.307-313
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• 2019

In 2019, Single person households became the most common in Korea. For those households, so called 'Mukbang' and 'Cookbang', the 'Food' related TV and internet programs are so popular and even became worldwide trends. This study explored how the characteristics of the food related programs on TV and internet influence the constant single person households viewers of the dietary self efficacy. The perceived usefulness and the ease of use shows meaningful influences to the dietary self efficacy in all of the generation groups. In young adult generation from 20s to 30s old, the joyfulness is also effective variables to affect the dietary self efficacy.

• Journal of the Korean Society of Food Culture
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• v.38 no.4
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• pp.217-223
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• 2023

There has been an increase in the viewing of YouTube content among children and adolescents. This, coupled with the popularity of live-streamed video content such as mukbang, where viewers watch the host eat, has raised concerns about media addiction and the indiscriminate imitation of eating behavior. Therefore, there is a need for guidance on the appropriate behavior for viewing YouTube food content to promote healthy eating habits among children. In this study, we aimed to compare the patterns of the main caregivers and their children while viewing media and investigate the impact of viewing YouTube food content on the physical and mental health of the children. The findings suggest that active YouTube food content viewing by the main caregivers may reduce imitative behaviors due to passive media consumption by their children. This study provides valuable insights by comparing and analyzing the YouTube content viewing of the main caregivers and their children. The results can be used as a basis for the development of lifestyle-centered guidelines for children. However, it is important to note that this study was conducted during the coronavirus disease (COVID-19) pandemic when there was a significant increase in the use of media, which is limitation of the study.

• The Journal of the Korea Contents Association
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• v.21 no.12
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• pp.400-407
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• 2021

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.