The decision to watch Mukbang – Impact on eating habits and mental health: A study of Gen Z

Abstract

Mukbang is an interesting form of entertainment. It has been attracting millions of viewers around the world. With wide coverage, Mukbang videos have a strong influence on viewers. Unlike previous studies, which only focused on the motivations to watch Mukbang videos or considered the negative consequences of excessive use, the present study is conducted to explore the positive impact of watching Mukbang videos on viewers’ mental health and eating habits. After conducting a literature review, we propose the relationship among variables based on the source attractiveness model, the compensatory Internet model, and the uses and gratification theory. The research uses both qualitative and quantitative methods. Research data was collected based on survey questionnaires from 192 Gen Z in Vietnam. The findings show that there are two factors that positively affect “Decision to watch Mukbang” in ascending order: “Entertainment” and “Indirect satisfaction”. Furthermore, the study results also indicate that the factor “Decision to watch Mukbang” has a positive relationship with both “Eating habits” and “Mental health”. Proposing solutions based on research results has contributed to helping Mukbang viewers explore the positives of this type of entertainment. Simultaneously, it helps a Broadcast Jockey know what factors viewers are interested in, thereby creating attractive videos.