Understanding Social Media Users’ Mukbang Content Watching: Integrating TAM and ECM
Copyright policy )Understanding Social Media Users’ Mukbang Content Watching: Integrating TAM and ECM
The purpose of this research is to examine the precursors of a social media user’s purchase intention and intention to watch mukbang content. This study collected empirical data from 399 social media users who had viewed mukbang content and used smart PLS to analyze the data. This analysis found that vicarious satisfaction and attractiveness of content performers had an effect on attitudes toward mukbang. Moreover, this study found that perceived ease of use and attitude toward mukbang content had an impact on the intention to watch mukbang content. Furthermore, the intention to watch mukbang was a motivator of purchase intention regarding food items in mukbang content. This study contributes to the literature by investigating the influence of mukbang watching on purchasing intention.
- University of Nevada Reno United States
- University of Nevada Reno United States
- University of Nevada, Las Vegas United States
- University of Nevada, Las Vegas United States
mukbang, purchase intention, technology acceptance model, Environmental effects of industries and plants, attractiveness, TJ807-830, expectation–confirmation model, TD194-195, Renewable energy sources, Environmental sciences, attitude, vicarious satisfaction, GE1-350
mukbang, purchase intention, technology acceptance model, Environmental effects of industries and plants, attractiveness, TJ807-830, expectation–confirmation model, TD194-195, Renewable energy sources, Environmental sciences, attitude, vicarious satisfaction, GE1-350
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