The impact of mukbang live streaming commerce on consumers’ overconsumption behavior

Lee, D. and Wan, C. ORCID: 0000-0001-5750-0610, 2023. The impact of mukbang live streaming commerce on consumers’ overconsumption behavior. Journal of Interactive Marketing, 58 (2-3), pp. 198-221. ISSN 1094-9968

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Food live streaming shopping, which features a host eating and promoting the products to viewers, has become a new form of food marketing. This paper examines the impact of content, influencer, and channel factors of mukbang live streaming on consumers' perceived value and subsequent impulse purchase and food consumption behaviour. Three studies were conducted. Study 1 was an experiment with 216 participants, revealing that a non-ASMR regular food video in which the mukbanger talks to viewers while eating is more influential in enhancing the video’s perceived value and increasing impulsive purchase and consumption. Study 2 introduced the influencer factors into the experiment conducted with 624 participants. It showed that a credible and parasocial influencer significantly affected consumers’ perceived value, regardless of the food featured, resulting in impulse purchase and consumption. Study 3, excluding the content factors fully mediated by influencer factors, examined the impact of live streaming influencer and shopping platform on perceived value and food well-being. A cross-sectional survey of 630 respondents found that channel factors (food product offerings and convenience) and influencer factors (credibility and parasocial relationship) significantly enhanced consumers’ perceived value, leading to impulse purchase and overconsumption. Theoretical and practical implications were provided to enrich future research and responsible business practices in online food marketing.

Item Type: Journal article
Publication Title: Journal of Interactive Marketing
Creators: Lee, D. and Wan, C.
Publisher: Elsevier
Date: 5 April 2023
Volume: 58
Number: 2-3
ISSN: 1094-9968
Rights: Accepted for publication in Journal of Interactive Marketing. Reuse is restricted to non-commercial and no derivative uses.
Divisions: Schools > Nottingham Business School
Record created by: Laura Ward
Date Added: 12 Apr 2023 10:06
Last Modified: 12 Apr 2023 10:06

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