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The Korean Society for Journalism & Communication (KSJCS)
[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 65, No. 2, pp.205-240
ISSN: 2586-7369 (Online)
Print publication date 30 Apr 2021
Received 11 Dec 2020 Accepted 22 Mar 2021 Revised 31 Mar 2021
DOI: https://doi.org/10.20879/kjjcs.2021.65.2.006

먹방시청은 비만에 영향을 미치는가? : 건강요인과 시청요인을 중심으로

유선욱* ; 신기하** ; 김수진***
*국립한경대학교 인문융합공공인재학부 부교수 swyoo@hknu.ac.kr
**서강대학교 신문방송학과 석사과정 g2hha@sogang.ac.kr
***이화여자대학교 커뮤니케이션·미디어학부 겸임교수 sjinkim@ewha.ac.kr
Does Mukbang Watching Really Affect Obesity? : Focusing on the Factors Related to Health and Mukbang Watching
Sunwook Yoo* ; Giha Shin** ; Soojin Kim***
*Associate Professor, School of Applied Humanities & Public Service, Hankyong National University swyoo@hknu.ac.kr
**Master’s Student, Dept. of Mass Communication, Sogang University g2hha@sogang.ac.kr
***Adjunct Professor, Dept. of Communication & Media, Ewha Womans University, corresponding author sjinkim@ewha.ac.kr

초록

본 연구는 비만 유병률이 증가하면서 제기된 문제에 바탕을 두고 먹방이 비만에 미치는 영향을 탐구하는데 목적이 있다. 먼저 건강 요인인 건강의식과 건강정보행동, 그리고 먹방 시청 요인이 비만도를 높이는데 어떠한 영향력을 미치는지, 이들 간의 관계를 파악하고자 하였다. 또한 먹방 시청과 비만의 관련성을 구체적으로 검토하고자 먹방 시청 요인인 시청 정도, 시청만족도, 모방행동의도 간의 관계를 검토하고, 비만인과 비비만인 집단 간의 차이를 분석하고자 하였다. 연구를 위해 온라인 설문조사를 실시, 먹방 시청자 총 668명의 응답을 수집하였으며. 연구문제에 답하기 위해 중다회귀분석과 프로세스 매크로를 활용하여 매개효과 분석을 실시했다. 연구 결과, 첫째, 건강의식이 높을수록 비만도가 낮아지는 것으로 나타났다. 둘째, 일반적인 건강정보행동을 많이 할수록, 비만도가 낮아지는 반면, 비만과 관련된 정보행동을 많이 할수록 비만도가 높아지는 것으로 나타났다. 셋째, 먹방 시청 시간이 많고 빈번할수록 비만일 가능성이 높게 나타난 반면, 먹방 시청 만족도가 높을수록 비만도는 낮아졌다. 시청 후의 식행동의 발생, 즉 모방행동의도는 비만도에 유의미한 영향을 미치지 않았다. 넷째, 먹방 시청정도와 시청만족도, 모방행동의도 간의 관계 검증 결과, 먹방 시청만족도의 매개적 역할이 나타났다. 비만인과 비비만인 집단 모두에서 먹방 시청만족도가 완전 매개 역할을 하는 것으로 분석되었는데, 특히 비만인 집단에서 총효과가 더욱 크게 나타났다. 본 연구는 비만 예방과 관리에 있어 중요한 건강 요인의 영향력과, 미디어 문화로서 자리잡았으나 비만 조장 미디어라고 문제가 제기된 먹방과 비만과의 관련성을 밝혀 건강 문제와 관련된 미디어 연구에 기여하였다. 보다 구체적으로 비만 문제 해결을 위한 건강의식의 제고와 건강정보행동의 촉진에 대한 전략적 방안을 제시하고, 먹방의 활용과 시청에 대한 실무적 함의를 제시하였다.

Abstract

This study is aimed at articulating the effect of Mukbang (known as eating show) on obesity. Based on the fact that obesity is a major health risk factor that causes various diseases, this study investigates the relationship between health factors and Mukbang watching related factors. Specifically, this study examines how health related factors (i.e. health consciousness and health information behavior) and Mukbang watching related factors affect obesity through five research questions. An online survey was conducted through a research company for 4 days from July 21 to 24, 2020. Among the panels owned by the survey company, a total of 668 responses were collected and used for analysis based on gender and age of Mukbang viewers. Descriptive statistics, correlation analysis, and multiple regression analysis were performed using the SPSS ver.23.0 program, and mediation analysis was done through Process Macro. The results of the study are as follows. First, it was found that health consciousness affects obesity, and as health consciousness increases, obesity level decreases. Health consciousness is an individual's propensity that reflects the willingness to take an interest in specific health behaviors and it functions as a motive for performing health behaviors. Second, obese people are engaged in more obesity related health information seeking two times more while non-obese people tend to seek out general health information. Third, obesity was more likely to be observed with more time and more frequent watching of Mukbang, but the influence of imitative eating behavioral intention after watching Mukbang on obesity was not significant. This suggests that watching Mukbang and imitative eating behavior are different dimensions. Fourth, as a result of verifying the relationship between the Mukbang watching related factors, the mediating role of the satisfaction with Mukbang watching was found. Satisfaction with Mukbang watching showed a complete mediating effect in both the obese and non-obese groups, and the total effect was greater in the obese group. This study is meaningful in that it contributes to the extension of media research related to health issues by verifying the relationship between Mukbang watching and health related factors. More specifically, a strategic plan for raising health consciousness and promoting health information behavior for solving the obesity problem and practical implications for the use of Mukbang was presented. In future research, a multidimensional and empirical approach to Mukbang watching and obesity needs to be taken, and a more comprehensive discussion on the relationship between media use and obesity needs to be made.

Keywords:

Obesity, Mukbang, Health Consciousness, Health Information Behavior, Imitative Eating Behavioral Intention

키워드:

비만, 먹방, 건강의식, 건강정보행동, 모방행동의도

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