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I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang

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  • Pereira, Beulah
  • Sung, Billy
  • Lee, Sean

Abstract

This study aims to examine why online consumers watch Mukbang, a type of South Korean online entertainment show, by exploring the antecedents of consumers’ attitude toward Mukbang from a cross-cultural perspective. Data was collected from 114 Asians and 129 Caucasian participants using a self-administered questionnaire online. Data was then analysed using structural equation modelling. Similarities and differences were noted for both the samples. The findings show that Asians tend to watch Mukbang due to host attractiveness and social normative influence, while Caucasians watch such shows due to host attractiveness, perceived novelty and social normative influence. Practical implications are provided for traditional and digital marketers, advertisers and broadcast jockeys so they are better equipped with insights on online consumer behaviour, marketing strategies and conceptualisation of videos.

Suggested Citation

  • Pereira, Beulah & Sung, Billy & Lee, Sean, 2019. "I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang," Australasian marketing journal, Elsevier, vol. 27(2), pages 78-90.
    • Handle: RePEc:eee:aumajo:v:27:y:2019:i:2:p:78-90
    DOI: 10.1016/j.ausmj.2019.03.001
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    1. Maína Ribeiro Pereira-Castro & Adriano Gomes Pinto & Tamila Raposo Caixeta & Renata Alves Monteiro & Ximena Pamela Díaz Bermúdez & Ana Valéria Machado Mendonça, 2022. "Digital Forms of Commensality in the 21st Century: A Scoping Review," IJERPH, MDPI, vol. 19(24), pages 1-22, December.
    2. Kagan Kircaburun & Evita March & Sabah Balta & Emrah Emirtekin & Tarık Kışla & Mark D. Griffiths, 2022. "The Role of Procrastination Between Personality Traits and Addictive Mukbang Watching Among Emerging Adults," SAGE Open, , vol. 12(1), pages 21582440221, March.
    3. Jiye Kim & Saegyeol Choi & Hyekyeong Kim & Soontae An, 2021. "Binge Drinking and Obesity-Related Eating: The Moderating Roles of the Eating Broadcast Viewing Experience among Korean Adults," IJERPH, MDPI, vol. 18(15), pages 1-14, July.

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