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

• 셀메드
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• 제12권2호
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• pp.8.1-8.2
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• 2022

The Yangbanchum was reconstructed based on mask play that had been handed down in Goseong, Gyeongsangnam-do, Korea. Talnori, called Goseong Ogwangdae, is a Korean folk cultural heritage designated as National Important Intangible Cultural Property No. 57. This mask play provides catharsis to the audience by unraveling the hypocrisy and lies of the aristocrats through satire and humor. Our performance team, the ensemble Better Than Medicine (eBTM) used a large fan (Boochae)to create a performance that blew away anxiety and pain. Watching this performance, the performer and the audience feel the consensus of sharing emotions and send strong bonds and support to each other. This study provides that Yangbanchum dance promotes the mental health by feeling emotional sharing through vicarious satisfaction and mirror effect.

• International Journal of Internet, Broadcasting and Communication
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• 제14권3호
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• pp.205-212
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• 2022

The purpose of this study is to investigate the structural relationship between the viewing motivation, viewing commitment, re-audience intention, and game use intention of e-sports competition broadcast viewers. According to the purpose of the study, an online survey was conducted on 300 college students with experience watching broadcasting of e-sports competitions. After excluding inappropriate data from 8 out of 300 people, 292 people's data were used for final data processing. For data processing, the validity and reliability were verified using SPSS 26 and AMOS 23, and then the research hypothesis was verified. We has the results were shown as follows. First, it was found that entertainment, social intercourse and vicarious satisfaction had a positive effect on viewing commitment, but information has not significantly effect on viewing commitment. Second, it was found that viewing commitment had a positive effect on reviewing intention and game use intention. Third, it was found that reviewing intention had a positive effect on game use intention.