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How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users: A Mixed-Method Study †

Mukbang is widely recognized as a new type of food video on user-generated content (UGC) platforms. The purpose of this study was to identify motivators to watch mukbangs and to examine the relationship between these motivators and the intention to watch mukbangs via attitudes toward mukbangs and pa...

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Detalles Bibliográficos
Autores principales:	Song, Hyo Geun, Kim, Yen-Soon, Hwang, Eunmin
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	MDPI 2023
Materias:	Article
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10045190/ https://www.ncbi.nlm.nih.gov/pubmed/36975239 http://dx.doi.org/10.3390/bs13030214

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