인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.27 No.8(Wn.133)
- 발행연도
- 2021.8
- 수록면
- 87 - 96 (10page)
이용수
초록· 키워드
The purpose of this study is to examine whether the characteristics of Mukbang YouTube contents have significant effects on involvement and purchase intention of food products and to verify it through empirical analyses. Data collection with a convenience sampling method was carried out from April 5 to April 16, 2021 and was conducted for those who have experienced watching Mukbang YouTube around Seoul and Kyonggi areas. A total of 221 questionnaires were distributed, and the valid samples of 211 were used for analyses, exclusive of samples that answered insincerely or did not meet the purpose of the study. The results from analyses are as follows. First, among the characteristics of Mukbang YouTube contents, entertainment was found to significantly have a positive (+) effect on involvement(attention), whereas variety did not have a significant effect on involvement(attention). Also, it discovered that both entertainment and variety among the characteristics of Mukbang YouTube contents significantly had a positive (+) effect on involvement(pleasure). Second, during the characteristics of involvement, both pleasure and attention were found to significantly have a positive (+) effect on the intention to purchase food products. Based upon the results of this study, it anticipates that it will be a useful clue for marketers to establish effective marketing strategies suitable for the characteristics of Mukbang YouTube contents.
상세정보 수정요청해당 페이지 내 제목·저자·목차·페이지정보가 잘못된 경우 알려주세요!
목차
- ABSTRACT
- 1. 서론
- 2. 이론적 배경
- 3. 연구방법
- 4. 실증분석
- 5. 결론
- REFERENCES
참고문헌
참고문헌 신청최근 본 자료
