Abstract
This study aims to examine why online consumers watch Mukbang, a type of South Korean online entertainment show, by exploring the antecedents of consumers’ attitude toward Mukbang from a cross-cultural perspective. Data was collected from 114 Asians and 129 Caucasian participants using a self-administered questionnaire online. Data was then analysed using structural equation modelling. Similarities and differences were noted for both the samples. The findings show that Asians tend to watch Mukbang due to host attractiveness and social normative influence, while Caucasians watch such shows due to host attractiveness, perceived novelty and social normative influence. Practical implications are provided for traditional and digital marketers, advertisers and broadcast jockeys so they are better equipped with insights on online consumer behaviour, marketing strategies and conceptualisation of videos.
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