| With the continuous development of new media technology and the popularity of mobile communication devices,corporate online marketing has a significant impact on consumer satisfaction,purchase intention,and repurchase intention.In recent years,people’s living habits and cultural exchanges rely more on the Internet to obtain various types of information.At the same time,mobile network media has penetrated various industries,and the content has become more finely differentiated and specialized.Online live streaming and short video have also become popular.Among them,"Mukbang" is very popular as a hot field.This study will take the viewers of "Mukbang" in China and South Korea as the research object,starting from the viewing motivation of "Mukbang",and combining the theory of "Uses and gratifications",to explore whether the viewing motivation of "Mukbang" has an impact on purchase intention.The viewing motivation of "Mukbang" is measured by four factors: "Entertainment and Leisure","Information","Alternative satisfaction",and "Interactive relationship",and the introduction of "Viewing satisfaction" as a mediator variable.On this basis,combined with existing research results,construct a research model,and proposed four hypotheses based on the research model.All of them were verified through regression analysis.The main research results are as follows: First,in both China and South Korea,the viewers’ motivation to watch the "Mukbang" has a positive impact on purchase intention.Second,the motivation of viewers in China and South Korea to watch the "Mukbang" has a positive impact on viewing satisfaction.Third,the viewing satisfaction of viewers in China and South Korea has a positive impact on purchase intention.Fourth,viewing satisfaction plays a mediating role in the relationship between viewing motivation and purchase intention of viewers in China and South Korea.Fifth,there are significant differences between China and South Korea.The viewing motivation of "Mukbang",viewing satisfaction,and purchase intention of Chinese "Mukbang" viewers are significantly higher than those of South Korea. |
