Chen, Chen (2021) Does watching others eat in videos make you buy? Food eating videos and their relationships to food purchase. Masters thesis, Concordia University.
Preview |
Text (application/pdf)
2MBChen_MSc_S2021.pdf - Accepted Version Available under License Spectrum Terms of Access. |
Abstract
Young people globally are increasingly watching food eating videos. Researchers do not yet understand why individuals watch these videos when they are eating and what impact they have on the watcher. This study investigates the relationships between food choice motives (specifically mood), attitudes towards the video, attitudes towards the vlogger, purchase intention, food neophobia, and sensitivity to visual food cues by applying the theory of planned behavior (TPB). The study was conducted in two phases: a qualitative content analysis and an experimental design. The content analysis phase analyzed the comments of 16 food eating videos on Chinese social media. It showed that audiences may have different attitudes, consumption patterns and eating habits. Three types of audiences were identified by explorative typology: psychological pleasure seekers, common point seekers, and eating desire eliminators. Based on the content analysis findings, an independent measures design was used to randomly assign participants to two groups (n=269) to answer self-administered online questionnaires. The data was analyzed using descriptive statistics, exploratory factor analysis, confirmatory factor analysis, linear regression, and moderated regression analysis. Results show that audiences’ attitude towards the video is a predictor of purchase intention. Food neophobia moderates the relationships between mood and the viewer’s attitudes towards the video; it also moderates the relationship between the viewer’s attitudes towards the vlogger and purchase intention. Sensitivity to visual food cues is found to have a mild moderating effect on the relationship between the viewer’s attitude towards the vlogger and purchase intention.
This research is different from previous research because it uses the TPB rather than counteractive-control theory, which focuses on audiences’ purchase intention rather than food intake. It also focuses exclusively on mood as a food choice motive. This study’s findings fill the gap between theory and practice and demonstrate that watching food eating videos can impact audiences’ purchase intention. Marketers can use the findings to maximize their profits while policymakers and health associations could establish new guidelines for vloggers to encourage healthy eating habits in their audiences.
Divisions: | Concordia University > John Molson School of Business > Marketing |
---|---|
Item Type: | Thesis (Masters) |
Authors: | Chen, Chen |
Institution: | Concordia University |
Degree Name: | M. Sc. |
Program: | Marketing |
Date: | February 2021 |
Thesis Supervisor(s): | Katsanis, Lea |
ID Code: | 988071 |
Deposited By: | Chen Chen |
Deposited On: | 29 Jun 2021 20:54 |
Last Modified: | 02 Apr 2023 00:00 |
References:
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior. Berlin, Heidelber, New York: Springer-Verlag. (pp. 11-39).Ajzen, I. (1988). Attitudes, personality and behavior (Ser. Mapping social psychology). Open University Press.
Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32, 665–683.
Amrhein, V., Korner-Nievergelt, F., & Roth, T. (2017). The earth is flat (p > 0.05): significance thresholds and the crisis of unreplicable research. Peerj, 5, 3544.
Anjani, L., Mok, T., Tang, A., Oehlberg, L., & Goh, W. B. (2020). Why do people watch others eat food? An empirical study on the motivations and practices of mukbang viewers. Proceedings of the 2020 CHI Conference on Human Factors in Computing Systems.
Bodenlos, J. S., & Wormuth, B. M. (2013). Watching a food-related television show and caloric intake. a laboratory study. Appetite, 61(1), 8–12.
Bongers, P., Jansen, A., Havermans, R., Roefs, A., & Nederkoorn, C. (2013). Happy eating: the underestimated role of overeating in a positive mood. Appetite, 67(1), 74–80.
Bouhlel, O., Mzoughi, N., Ghachem, M. S., & Negra, A. (2010). Online purchase intention: understanding the blogosphere effect. International Journal of E-Business Management, 4(2), 37–51.
Bredahl, L. (2001). Determinants of consumer attitudes and purchase intentions with regard to genetically modified foods – Results of a cross-national survey. Journal of Consumer Policy, 24, 23–61.
Briliana, V., Ruswidiono, W., & Deitiana, T. (2020). Do Millennials Believe in Food Vlogger Reviews? A Study of Food Vlogs as a Source of Information. GATR Journal of Management and Marketing Review GATR Journal of Management and Marketing Review (JMMR) Vol. 5 (3) July - Sep 2020, 5(3), 170-178.
Bruno, A. L., & Chung, S. (2017). Mŏkpang: pay me and I’ll show you how much i can eat for your pleasure. Journal of Japanese & Korean Cinema, 9(2), 155–171.
Buckley, M., Cowan, C., & McCarthy, M. (2007). The convenience food market in great britain: convenience food lifestyle (cfl) segments. Appetite, 49(3), 600–617.
Burgess, E., Turan, B., Lokken, K., Morse, A., & Boggiano, M. (2014). Profiling motives behind hedonic eating. preliminary validation of the Palatable Eating Motives Scale. Appetite, 72, 66-72.
CAASDATA. (2018, August). Food eating shows transformation is a keen market awareness behind it. Retrieved from https://mp.weixin.qq.com/s/l0Yk0YDXZMJDZxf5RflICw
Candel, M. (2001). Consumers' convenience orientation towards meal preparation: conceptualization and measurement. Appetite, 36(1), 15–28.
Cardi, V., Leppanen, J., & Treasure, J. (2015). The effects of negative and positive mood induction on eating behavior: a meta-analysis of laboratory studies in the healthy population and eating and weight disorders. Neuroscience and Biobehavioral Reviews, 57, 299–309.
Carrillo, E., Varela, P., Salvador, A., & Fiszman, S. (2011). Main factors underlying consumers' food choice: a first step for the understanding of attitudes toward “healthy eating.” Journal of Sensory Studies, 26(2), 85–95.
Catherine, P., Luc, de M., Alice, L., David, B., Yu, M., Narendra, A., & Laurette Dubé. (2017). The moderating role of food cue sensitivity in the behavioral response of children to their neighborhood food environment: a cross-sectional study. International Journal of Behavioral Nutrition and Physical Activity, 14(1), 86–86.
Cha, F. (2014, February 03). South Korea's online trend: Paying to watch a pretty girl eat. Retrieved October 21, 2020, from https://edition.cnn.com/2014/01/29/world/asia/korea-eating-room
Chen, M.-F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18(7), 1008–1021.
Chen, R. (2019). Research on the Use of "Food eating videos" and Its Influence on Emotional Loneliness (Doctoral dissertation, Anhui University) [Abstract]. Retrieved March 07, 2021, from http://cdmd.cnki.com.cn/Article/CDMD-10357-1019130615.htm
Chen, X. (2020, September 21). What are you looking at when you are watching a food eating show? To meet psychological needs such as decompression and companionship. Retrieved October 26, 2020, from https://www.thepaper.cn/newsDetail_forward_9272553
Choe, J. Y., & Cho, M. S. (2011). Food neophobia and willingness to try non-traditional foods for Koreans. Food Quality and Preference, 22(7), 671–677.
Choe, H. (2019). Eating together multimodally: Collaborative eating in mukbang, a Korean livestream of eating. Language in Society, 48(2), 171-208.
Chu, K. (2018). Mediating Influences of Attitude on Internal and External Factors Influencing Consumers’ Intention to Purchase Organic Foods in China. Sustainability, 10(12), 4690.
Chua, J. L., Touyz, S., & Hill, A. J. (2004). Negative mood-induced overeating in obese binge eaters: an experimental study. International Journal of Obesity, 28(4), 606–610.
Coates, A. E., Hardman, C. A., Halford, J. C. G., Christiansen, P., & Boyland, E. J. (2019). The effect of influencer marketing of food and a “protective” advertising disclosure on children's food intake. Pediatric Obesity, 14(10).
Columbia Public Health. (n.d.). Content Analysis. Retrieved October 22, 2020, from https://www.publichealth.columbia.edu/research/population-health-methods/content-analysis
Dimofte, C. V., Forehand, M. R., & Deshpandé, R. (2003). Ad Schema Incongruity As Elicitor Of Ethnic Self-Awareness And Differential Advertising Response. Journal of Advertising, 32(4), 7–17.
Eertmans, A., Victoir, A., Vansant, G., & Van den Bergh, O. (2005). Food-related personality traits, food choice motives and food intake: mediator and moderator relationships. Food Quality and Preference, 16(8), 714–726.
Espinoza-Ortega, A., Martinez-Garcia, C. G., Thome-Ortiz, H., & Vizcarra-Bordi, I. (2016). Motives for food choice of consumers in central méxico. British Food Journal, 118(11), 2744–2760.
Fan, Y. (2018, June). Reconstitute and reproduce: the psychological changes and consumer behaviors of the audience in "eating broadcasting show". Retrieved from http://kreader.cnki.net/Kreader/CatalogViewPage.aspx?dbCode=cdmd&filename=1018312346.nh&tablename=CMFD201901&compose=&first=1&uid=
Fedoroff, I., Polivy, J., & Peter Herman, C. (2003). The specificity of restrained versus unrestrained eaters' responses to food cues: general desire to eat, or craving for the cued food? Appetite, 41(1), 7–13.
Fila, S. A., & Smith, C. (2006). Applying the Theory of Planned Behavior to healthy eating behaviors in urban Native American youth. International Journal of Behavioral Nutrition & Physical Activity, 3, 11–10.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: an introduction to theory and research. Reading, MA: Addison-Wesley Pub. Co.
Food Choice. (n.d.). Retrieved July 30, 2020, from https://www.eufic.org/en/healthy-living/category/food-choice
FU, Z., Ma, Y., & Yang, R. (2020, August 25). Behind the 2.8 million comments on eating food videos: Virtual companionship and tasting experiences. Retrieved March 08, 2021, from https://www.huxiu.com/article/377871.html
Gardner, M. P., Wansink, B., Kim, J., & Park, S.-B. (2014). Better moods for better eating?: how mood influences food choice. Journal of Consumer Psychology, 24(3), 320–335.
Hakimey, H & Yazdanifard, R. (2015). The Review of Mokbang (Broadcast Eating) Phenomena and Its Relations with South Korean Culture and Society. International Journal of Management, Accounting and Economics. 2. 44-456.
Hjelmar, U. (2011). Consumers' purchase of organic food products. a matter of convenience and reflexive practices. Appetite, 56(2), 336–44.
Hogg, M. A., & Vaughan, G. M. (2005). Social psychology. New York: Prentice Hall.
Honkanen, P., & Frewer, L. J. (2009). Russian consumers' motives for food choice. Appetite, 52(2), 363–371.
Hong, E. (2016, January 16). Why some Koreans make $10,000 a month to eat on camera. Retrieved October 20, 2020, from https://qz.com/592710/why-some-koreans-make-10000-a-month-to-eat-on-camera/
Hong, N. (2019, November). Online shopping is part of everyday life in China. Retrieved November 13, 2020, from https://www.upm.com/news-and-stories/articles/2019/11/online-shopping-is-part-of-everyday-life-in-china/
Houston-Price, C., Butler, L., & Shiba, P. (2009). Visual exposure impacts on toddler's willingness to taste fruits and vegetables. Appetite, 53(3), 450–453.
Huang, L., Bai, L., Zhang, X., & Gong, S. (2019). Re-understanding the antecedents of functional foods purchase: mediating effect of purchase attitude and moderating effect of food neophobia. Food Quality and Preference, 73, 266–275.
Hurling, R., & Shepherd, R. (2003). Eating with your eyes: effect of appearance on expectations of liking. Appetite, 41(2), 167–174.
Jaeger, S. R., & Cardello, A. V. (2007). A construct analysis of meal convenience applied to military foods. Appetite, 49(1), 231–239.
Jaeger, S. R., Rasmussen, M. A., & Prescott, J. (2017). Relationships between food neophobia and food intake and preferences: findings from a sample of New Zealand adults. Appetite, 116, 410–422.
Jansen, E., Mulkens, S., & Jansen, A. (2010). How to promote fruit consumption in children. Visual appeal versus restriction. Appetite, 54(3), 599–602.
Januszewska, R., Pieniak, Z., & Verbeke, W. (2011). Food choice questionnaire revisited in four countries. does it still measure the same? Appetite, 57(1), 94–8.
Jaureguilorda, M. (2019, June 4). Food eating broadcast:Why do you want to watch other people's live broadcasts eating and drinking? Retrieved March 05, 2021, from https://www.bbc.com/ukchina/simp/48512209
Kang, E., Lee, J., Kim, K. H., & Yun, Y. H. (2020). The popularity of eating broadcast: content analysis of "mukbang" YouTube videos, media coverage, and the health impact of "mukbang" on public. Health Informatics Journal, 26(3), 2237–2248.
Kou, X. (2017, August 26). Eating alone does not only result in loneliness, beware of the three major harms. Retrieved March 07, 2021, from http://health.people.com.cn/n1/2017/0826/c14739-29495966.html
Li, Q. (2019, January 07). Table for one please! More Chinese dine alone. Retrieved October 20, 2020, from http://www.chinadaily.com.cn/a/201901/07/WS5c32b64ba31068606745f36e.html
Lindeman, M., & Väänänen M. (2000). Measurement of ethical food choice motives. Appetite, 34(1), 55–9.
Long, A. and Owen, M. 3 South Korean Trends to be Aware Of - PMG - Digital Agency. (2018, June 28). Retrieved from https://www.pmg.com/blog/3-south-korean-trends-to-be-aware-of/
Lu, L. C., Chang, W. P., & Chang, H. H. (2014). Consumer attitudes toward blogger's sponsored recommendations and purchase intention: the effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258–266.
Ma, G. (2015). Food, eating behavior, and culture in Chinese society. Journal of Ethnic Foods,2(4), 195-199.
Macht, M. (2008). How emotions affect eating: a five-way model. Appetite, 50(1), 1–11.
Malik, V. S., Willett, W. C., & Hu, F. B. (2012). Global obesity: Trends, risk factors and policy implications. Nature Reviews Endocrinology, 9(1), 13-27.
Martin-Soelch, C., Linthicum, J., & Ernst, M. (2007). Appetitive conditioning: neural bases and implications for psychopathology. Neuroscience and Biobehavioral Reviews, 31(3), 426–440.
Milošević J, Žeželj I, Gorton, M., & Barjolle, D. (2012). Understanding the motives for food choice in western balkan countries. Appetite, 58(1), 205–14.
Montgomery, K., Grier, S., Chester, J., & Dorfman, L. (2011, April 1). Food Marketing in the Digital Age: A Conceptual Framework and Agenda for Research. Retrieved February 13, 2020, from https://healthyeatingresearch.org/research/food-marketing-in-the-digital-age-a-conceptual-framework-and-agenda-for-research/
Noh, J., Kwon, Y. D., Yang, Y., Cheon, J., & Kim, J. (2018). Relationship between body image and weight status in east Asian countries: Comparison between South Korea and Taiwan. BMC Public Health, 18(1).
Oliver, G., Wardle, J., & Gibson, E. L. (2000). Stress and food choice: a laboratory study. Psychosomatic Medicine, 62(6), 853–65.
Ouwehand, C., & Papies, E. K. (2010). Eat it or beat it. the differential effects of food temptations on overweight and normal-weight restrained eaters. Appetite, 55(1), 56–60.
Paek, H.-J., Hove, T., Jeong, H. J., & Kim, M. (2011). Peer or expert? The persuasive impact of YouTube public service announcement producers. International Journal of Advertising, 30(1), 161–188.
Pearcey, S. M., & Zhan, G. Q. (2018). A comparative study of American and Chinese college students’ motives for food choice. Appetite, 123, 325–333.
Pereira, B., Sung, B., & Lee, S. (2019). I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang. Australasian Marketing Journal (AMJ), 27(2), 78–90.
Pliner, P., & Hobden, K. (1992). Development of a scale to measure the trait of food neophobia in humans. Appetite, 19, 105–120.
Pliner, P., & Salvy, S. J. (2006). Food Neophobia in Human. In R. Shepherd & M. Raats (Authors), The psychology of food choice (pp. 75-76). Cambridge, MA: CABI Pub.
Polivy, J., Herman, C. P., & Coelho, J. S. (2008). Caloric restriction in the presence of attractive food cues: external cues, eating, and weight. Physiology & Behavior, 94(5), 729–733.
Powell, L. M., Harris, J. L., & Fox, T. (2013). Food Marketing Expenditures Aimed at Youth. American Journal of Preventive Medicine, 45(4), 453–461.
Prescott, J., Young, O., O'Neill, L., Yau, N. J. N., & Stevens, R. (2002). Motives for food choice: a comparison of consumers from Japan, Taiwan, Malaysia and New Zealand. Food Quality and Preference, 13(7), 489–495.
Rafael, T. M., Walid, E. A., & Annette, E. M. (2009). Food consumption frequency and perceived stress and depressive symptoms among students in three European countries. Nutrition Journal, 8(1), 31–31.
Santos, I., Sniehotta, F. F., Marques, M. M., Carraça E. V, & Teixeira, P. J. (2017). Prevalence of personal weight control attempts in adults: a systematic review and meta-analysis: weight control attempts in adults. Obesity Reviews, 18(1), 32–50.
Siegrist, M., M., M., Shi, J., Giusto, A., & Hartmann, C. (2015). Worlds apart. consumer acceptance of functional foods and beverages in Germany and China. Appetite, 92, 87–93.
Singh, M. (2014). Mood, food, and obesity. Frontiers in Psychology, 5, 925–925.
Solheim, R. (1), & Lawless, H. T. (2). (1996). Consumer purchase probability affected by attitude towards low-fat foods, liking, private body consciousness and information on fat and price. Food Quality and Preference, 7(2), 137–143.
Spears, N. P. D., & Singh, S. N. P. D. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
Strand, M., & Gustafsson, S. A. (2020). Mukbang and disordered eating: a netnographic analysis of online eating broadcasts. Culture, Medicine and Psychiatry, 44(4), 586–609.
Steptoe, A., Pollard, T. M., & Wardle, J. (1995). Development of a measure of the motives underlying the selection of food: The Food Choice Questionnaire. Appetite, 25, 267–284.
Stroebe, W., & American Psychological Association. (2008). Dieting, overweight, and obesity : self-regulation in a food-rich environment(1st ed.). American Psychological Association.
Stroebe, W., Mensink, W., Aarts, H., Schut, H., & Kruglanski, A. W. (2008). Why dieters fail: testing the goal conflict model of eating. Journal of Experimental Social Psychology, 44(1), 26–36.
Tang, Y., & Cai, Y. (2019). Research on the Marketing Strategy of Food We-Media Operation——Taking "Dianxi Xiaoge" as an Example. Modern Marketing (Business Edition), 11, 83.
Thayer, R. E. (1989). The biopsychology of mood and arousal. Oxford University Press.
Trope, Y., & Fishbach, A. (2000). Counteractive self-control in overcoming temptation. Journal of Personality and Social Psychology, 79(4), 493–506
Tuorila, H., & Hartmann, C. (2020). Consumer responses to novel and unfamiliar foods. Current Opinion in Food Science, 33, 1–8.
Van Strien, T., Frijters, J. E. R., Bergers, G. P. A., & Defares, P. B. (1986). The Dutch Eating Behavior Questionnaire (DEBQ) for assessment of restrained, emotional and external eating behavior. International Journal of Eating Disorders, 5, 295–315.
Vyth, E. L., Steenhuis, I. H., Vlot, J. A., Wulp, A., Hogenes, M. G., Looije, D. H., … Seidell, J. C. (2010). Actual use of a front-of-pack nutrition logo in the supermarket: consumers' motives in food choice. Public Health Nutrition, 13(11), 1882–9.
Wadhera, D., & Capaldi-Phillips, E. D. (2014). A review of visual cues associated with food on food acceptance and consumption. Eating Behaviors, 15(1), 132–143.
Wales, M. (2009, Spring). Understanding the role of convenience in consumer food choices: A review article. Retrieved August 05, 2020, from https://journal.lib.uoguelph.ca/index.php/surg/article/view/983
Wang, K., Liang, R., Ma, Z.-L., Chen, J., Cheung, E. F. C., Roalf, D. R., … Chan, R. C. K. (2018). Body image attitude among Chinese college students: body image attitude in college students. Psych Journal, 7(1), 31–40.
Wardle, J., Haase, A. M., & Steptoe, A. (2005). Body image and weight control in young adults: international comparisons in university students from 22 countries. International Journal of Obesity, 30(4), 644-651.
Woojin, C., & Yuri, L. (2019). Effects of fashion vlogger attributes on product attitude and content sharing. Fashion and Textiles, 6(1), 1–18.
Wu, H. (2018, March 08). The more you watch, the hungrier you are. Why do so many people watch "Food eating videos at late night"? Retrieved March 07, 2021, from http://m.cyol.com/content/2018-03/08/content_17006259.htm
Xu, W. (2019). Does watching mukbangs help you diet? The effect of the mukbang on the desire to eat (Unpublished master's thesis). Cornell University. Retrieved November 15, 2020, from https://ecommons.cornell.edu/bitstream/handle/1813/70111/Xu_cornell_0058O_10769.pdf?sequence=1
Yang, M., & Babenskaite, G. (2019). Mukbang Influencers: Online eating becomes a new marketing strategy----A case study of small sized firms in China’s food industry (Unpublished master's thesis). Uppsala University.
Zakowska-Biemans, S. (2011). Polish consumer food choices and beliefs about organic food. British Food Journal, 113(1), 122–137.
Zhang, H., & Luo, B. (2020). Content Production of Short Video in PUGC Mode——Taking food blogger Li Ziqi as an example. [Abstract]. Journalism & Media Studies, 03, 22-24.
Zhang, J. (2019, June 06). Today's headline: A report reveals the secrets of modern young people's weight loss. Retrieved October 26, 2020, from http://tech.chinadaily.com.cn/a/201906/06/WS5cf8791ba31011d294daa4e2.html
Zhang, M. (2012). A Chinese beauty story: how college women in china negotiate beauty, body image, and mass media. Chinese Journal of Communication, 5(4), 437–454.
Zhao, S. (2020, August 17). Every food should be respected----talking about "food eating shows" and the young audiences of the food eating shows. (1008915028 776959281 H. Jiang, Ed.). Retrieved October 26, 2020, from http://www.china.com.cn/txt/2020-08/17/content_76606389.htm
Repository Staff Only: item control page