Factors Influencing Product Attitudes in YouTube Mukbang Channels: Moderating Effect of Gender

Abstract

This study focuses on analyzing the relationships between paid advertisement explicitness, BJ(Broadcasting Jockey) interactivity, flow, and product attitude within YouTube Mukbang channels, as well as examining the moderating effect of gender on these relationships. A total of 194 survey responses were used for the final analysis, and structural equation modeling(SEM) with AMOS 21.0 was employed to test the measurement model and hypotheses. The results of the analysis are as follows: First, paid advertising explicitness was found to have a positive effect on both flow and product attitude. Second, BJ interactivity had a positive effect on flow, but no significant effect on product attitude. Third, the moderating effect of gender was significant in the relationships between paid advertising explicitness, BJ interactivity, flow, and product attitude. In conclusion, the study presents the theoretical and practical implications of the findings, along with the limitations of the research.