Understanding Social Media Users’ Mukbang Content Watching: Integrating TAM and ECM
نویسندگان
چکیده
The purpose of this research is to examine the precursors a social media user’s purchase intention and watch mukbang content. This study collected empirical data from 399 users who had viewed content used smart PLS analyze data. analysis found that vicarious satisfaction attractiveness performers an effect on attitudes toward mukbang. Moreover, perceived ease use attitude impact Furthermore, was motivator regarding food items in contributes literature by investigating influence watching purchasing intention.
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ژورنال
عنوان ژورنال: Sustainability
سال: 2023
ISSN: ['2071-1050']
DOI: https://doi.org/10.3390/su15054013