How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users: A Mixed-Method Study
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DOI: 10.3390/bs13030214
Abstract: 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… read more here.
Keywords: intention; watch mukbangs; purchase; intention watch ... See more keywords