A study on attitude and usage intention of YouTube food content using heuristic theory

Objective: This study applies the heuristic theory to analyze the influence of intuitive judgment and attitude of users on YouTube food content on their intention to use the content and provide academic and practical implications. Methods: This study conducted a survey targeting users who have watched YouTube food-related videos and created a menu or visited a related restaurant in the past 3 months. The online survey was conducted for 10 days from November 1, 2024. This study analyzed a total of 300 questionnaires and used SPSS 24.0 and AMOS 22.0 for frequency analysis, confirmatory factor analysis, and structural equation analysis. Results: The heuristic information processing factors, including availability, representativeness, and emotion heuristics, had a significant effect on attitude and intention to use, respectively. In addition, attitude impacted on intention to use. Implications: Application of heuristic theory on YouTube food content presents a new perspective on digital content research and provides implications for establishing effective strategies for food-related video production.