Earticle

초록

영어

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.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 먹방과 선행연구
2.2 감정과 감정적 섭식 이론
2.3 대리만족
2.4 욕구
3. 연구 방법
3.1 실험대상
3.2 실험 변수의 조작 및 실험 절차
3.3 측정도구
3.4 분석방법
4. 연구 결과
4.1 조작 검증
4.2 감정이 대리만족과 욕구에 미치는 영향
5. 토의 및 결론
5.1 연구의 요약 및 시사점
5.2 연구의 한계점과 향후연구
References

키워드

저자

• 김현필 [ Hyunpil Kim | Master Course, Department of Business Administration, Chung-Ang University ] First Author
• 황금주 [ Kumju Hwang | Professor, Department of Business Administration, Chung-Ang University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005