• The Journal of the Korea Contents Association
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• v.20 no.9
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• pp.68-85
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• 2020

Mukbang, which appeared through the new media platform in the early 2000s, reflected the life of the young generation who had to eat alone in the face of deteriorating socio-economic conditions. Many young people were able to watch Mukbang together, and gain comfort by establishing a virtual community of everyday life with those who suffered similar difficulties. Since then, Mukbang has evolved into various forms, reflecting the society and also accommodating the needs of viewers, and now it has become a global phenomenon, not just in Korea. Early research focuses on the phenomenon as a bizarre side that appears in the early stages rather than the growth and change of Mukbang, and deals with it in a limited way. This article critically examines these limitations, and examines how the growth and development of Mukbang interacted with the social change process, and how the uniqueness of Mukbang could emerge in the characteristics of the new media. Through this, we will be able to look at the context of the growth of Mukbang as a global phenomenon and the impact on the legacy media.

• Journal of Intelligence and Information Systems
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• v.28 no.4
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• pp.119-133
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• 2022

One of the most important current features of food related industry is the growth of food delivery service. Another notable food related culture is, with the advent of Youtube, the popularity of Mukbang, which refers to content that records eating. Based on these background, this study intended to focus on two things. First, we tried to see the impact of Youtube Mukbang and the sentiments of Mukbang comments on the number of related food deliveries. Next, we tried to set up the predictive modeling of chicken delivery order with machine learning method. We used Youtube Mukbang comments data as well as weather related data as main independent variables. The dependent variable used in this study is the number of delivery order of fried chicken. The period of data used in this study is from June 3, 2015 to September 30, 2019, and a total of 1,580 data were used. For the predictive modeling, we used machine learning methods such as linear regression, ridge, lasso, random forest, and gradient boost. We found that the sentiment of Youtube Mukbang and comments have impacts on the number of delivery orders. The prediction model with Mukban data we set up in this study had better performances than the existing models without Mukbang data. We also tried to suggest managerial implications to the food delivery service industry.

• Proceedings of the Korean Society of Computer Information Conference
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• 2019.01a
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• pp.65-68
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• 2019

이 연구의 목적은 ASMR(autonomous sensory meridian response)이 고등학생의 심리적 안정에 미치는 효과를 알아보기 위한 것이다. 이를 위해 1학년 학생들(341명)을 대상으로 ASMR에 관한 인식을 설문 조사하였으며, 설문 응답(279명)을 분석한 결과, 약 75%의 학생들이 ASMR에 대해 경험을 했으며, 68%의 학생들이 ASMR이 도움이 된다고 응답하였다. 또한 ASMR이 편안함, 집중력 강화, 수면에 도움 등의 순으로 도움이 된다고 응답하였으며, 빗소리(39%), 먹방 (23%), 목소리(15%) 순으로 ASMR 유형을 선호하였다. H고등학교 학생들을 대상(20명)으로 사전 심장박동수를 측정하고 대표적인 4개 ASMR(먹방, 슬라임, 펜촉, 빗소리)를 1분 동안 들려준 후, 사후 심장박동수를 측정하였다. 분석 결과, 4가지 종류 ASMR(먹방, 슬라임, 펜촉, 빗소리) 중, 먹방 ASMR이 고등학생의 심리적 안정에 긍정적인 영향을 미치는 것으로 나타났다.

• Journal of Internet Computing and Services
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• v.20 no.4
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• pp.103-111
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• 2019

Due tothe popularity of personal web-casting 'Food Web Casting' program, the present study aims to examine its effects on real life. The study conducted a survey with Korean college students. Results from a survey of 256 participants showed that first, the most salient reason for watching 'Food Web Casting' was gratification for killing time and gratifications for food entertainment, information, vicarious, and para social interaction are followed. Second, vicarious gratification, killing time gratification, and vicarious gourmandism gratification had a positive effect on Food Wed Casting programs viewing time, while it is not found for effects of gratifications for information and pro-social interaction. Third, it is found that Food Wed Casting programs viewing had effects on viewing happiness and negative perception of fat people. However, it did not have an effect on frequency of food delivery service. Based on these findings,implication, limitations, and topics for future research are discussed.

• Journal of Internet Computing and Services
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• v.24 no.6
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• pp.49-55
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• 2023

In this study, models for predicting the popularity of mukbang content on YouTube were proposed, and factors influencing the popularity of mukbang content were identified through post-analysis. To accomplish this, information on 22,223 pieces of content was collected from top mukbang channels in terms of subscribers using APIs and Pretty Scale. Machine learning algorithms such as Random Forest, XGBoost, and LGBM were used to build models for predicting views and likes. The results of SHAP analysis showed that subscriber count had the most significant impact on view prediction models, while the attractiveness of a creator emerged as the most important variable in the likes prediction model. This confirmed that the precursor factors for content views and likes reactions differ. This study holds academic significance in analyzing a large amount of online content and conducting empirical analysis. It also has practical significance as it informs mukbang creators about viewer content consumption trends and provides guidance for producing high-quality, marketable content.

• Journal of the Korea Society of Computer and Information
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• v.26 no.12
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• pp.273-281
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• 2021

In this paper, we propose a ways how YouTube Mukbang content attributes affect favorability, satisfaction, and brand selection, and suggest to use YouTube Mukbang contents, and to propose a strategic marketing plan using YouTube at the food franchise. This study conducted survey on 218 people who had watched chicken Mukbang among YouTube Mukbang contents. Through previous studies, YouTube content attributes were classified into informativity, entertainment, reliability, and attractiveness. To verify the hypothesis of the study, single regression and multiple regression analysis were conducted for verifying the relationship between variables. Key results of the study are as follows. First, it was found that YouTube Mukbang content attributes had a positive relationship with favorability. Second, it was found that YouTube Mukbang content attributes had a positive relationship with satisfaction. Third, it was found that favorability had an effect on satisfaction. Fourth, it was found that favorability influenced brand selection. Fifth, it was found that satisfaction did not affect brand selection. Based on these findings, a strategic approach will be needed to increase users' favorability by providing attractive and accurate information through YouTube Mukbang contents and to continuously improve brand choices through continuous favorability to revitalizing YouTube marketing at the food franchise.

• Journal of Digital Convergence
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• v.19 no.12
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• pp.413-425
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• 2021

This study examines the motivation for using YouTube 'mukbang' content by integrating the use and satisfaction approach and the technology acceptance model, and identified the determinants that affect the continuous use intention. A survey was conducted on 358 YouTube 'mukbang' content users, and major results were derived through exploratory/confirmatory factor analysis and path analysis using the SPSS 21.0 program and the AMOS 21.0 program. The main results are presented as follows. First, information seeking motive, stress relief motive, and time spending motive had a positive effect on perceived usefulness, and information seeking motive and time spending motive had a positive effect on perceived ease of use. Second, information seeking motivation, stress relief motivation, and time spending motivate had a positive effect on perceived enjoyment and perceived novelty. Third, perceived enjoyment did not have a significant effect on perceived usefulness. Fourth, both perceived enjoyment and perceived novelty had a positive effect on continuous use intention. Fifth, perceived ease of use had a positive effect on perceived usefulness, and perceived ease of use and perceived usefulness had a positive effect on continuous use intention. This study will have academic significance in that it elaborates a model that can identify the continuous use of YouTube 'mukbang' content by integrating the uses and gratifications approach, and technology acceptance model. Future follow-up studies should contribute to the refinement of models related to the determinants of the intention to continue using YouTube's 'mukbang' content through an attempt to integrate various models.

• 월간낙농육우
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• v.36 no.5
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• pp.134-137
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• 2016

• Monthly Duck's Village
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• s.143
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• pp.118-119
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• 2015

• Monthly Duck's Village
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• s.142
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• pp.86-89
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• 2015