Why am I obsessed with viewing mukbang ASMR? The roles of mediated voyeurism and intertemporal choice

This study investigates the determinants of the obsessive view of mukbang autonomous sensory meridian response (Mukbang ASMR) and examines the moderation role of intertemporal choice and the mediating effect of mediated voyeurism among university students in Malaysia. A quantitative survey was condu...

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Bibliographic Details
Published in:PloS one 2024-09, Vol.19 (9), p.e0308549
Main Authors: Jiang, Nan, Khong, Kok Wei, Chen, Mobai, Khoo, Kim Leng, Xavier, Jesrina Ann, Jambulingam, Manimekalai
Format: Article
Language:English
Subjects:
Addictions
Addictive behaviors
Adolescent
Adult
Aesthetics
Audiences
Binge eating
Biology and Life Sciences
Care and treatment
Choice Behavior - physiology
Computer and Information Sciences
Diagnosis
Digital media
Eating disorders
Female
Food
Health aspects
Humans
Loneliness - psychology
Malaysia
Male
Medicine and Health Sciences
Novelty
Obesity
Perceptions
Personal Satisfaction
Risk factors
Social Media
Social networks
Social Sciences
Streaming media
Students
Students - psychology
Surveys
Surveys and Questionnaires
Teenagers
Trends
Universities
Well being
Young Adult
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Summary:This study investigates the determinants of the obsessive view of mukbang autonomous sensory meridian response (Mukbang ASMR) and examines the moderation role of intertemporal choice and the mediating effect of mediated voyeurism among university students in Malaysia. A quantitative survey was conducted with 408 university students in Malaysia who viewed mukbang channel(s) often on social media. PLS-SEM is adopted to examine the associated paths and effects. The results demonstrate the significant impact of alienation and novelty, vicarious satisfaction, companionship and loneliness on mukbang ASMR obsession. Mediated voyeurism intervenes the effects of alienation and novelty on mukbang ASMR and intertemporal choice positively moderates the relationship between companionship and loneliness and mukbang ASMR. This study constructs a model to estimate Mukbang ASMR obsession by identifying specific motives and relationships among key factors, highlighting loneliness as the most effective determinant of mukbang ASMR among Malaysian younger generation. Research results provide an extended understanding of the mukbang ASMR, offering valuable insights in the areas of lifestyle, social well-being, and social media consumption.
ISSN:1932-6203
1932-6203
DOI:10.1371/journal.pone.0308549