The Influence of YouTube Mukbang Viewing Motivation on Flow, Content Attitude, and Product Attitude

This study examines how viewing motivations for YouTube Mukbang influence flow, content attitude, and product attitude. A total of 189 questionnaires were included in the final analysis, and structural equation modeling using AMOS 21.0 was employed to test the proposed relationships. The results indicate that entertainment and interactivity significantly enhance viewers’ flow experiences, whereas informativeness and vicarious satisfaction do not have significant effects. Regarding content attitude, informativeness, vicarious satisfaction, and entertainment positively influence viewers’ evaluations of Mukbang content, with entertainment emerging as the most influential factor. However, interactivity does not significantly affect content attitude. In addition, flow does not significantly influence content attitude. In contrast, both flow and content attitude have significant positive effects on product attitude. These findings suggest that entertainment value and viewer engagement are key factors in fostering immersive viewing experiences and shaping favorable attitudes toward products featured in Mukbang content.