Abstract
This study investigates the determinants of the obsessive view of mukbang autonomous sensory meridian response (Mukbang ASMR) and examines the moderation role of intertemporal choice and the mediating effect of mediated voyeurism among university students in Malaysia. A quantitative survey was conducted with 408 university students in Malaysia who viewed mukbang channel(s) often on social media. PLS-SEM is adopted to examine the associated paths and effects. The results demonstrate the significant impact of alienation and novelty, vicarious satisfaction, companionship and loneliness on mukbang ASMR obsession. Mediated voyeurism intervenes the effects of alienation and novelty on mukbang ASMR and intertemporal choice positively moderates the relationship between companionship and loneliness and mukbang ASMR. This study constructs a model to estimate Mukbang ASMR obsession by identifying specific motives and relationships among key factors, highlighting loneliness as the most effective determinant of mukbang ASMR among Malaysian younger generation. Research results provide an extended understanding of the mukbang ASMR, offering valuable insights in the areas of lifestyle, social well-being, and social media consumption.
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