유튜브 먹방에서 유료광고포함 명시성과 BJ 상호작용성이 플로우 및 제품태도에 미치는 영향 = Effect of explicitness of paid advertisements and BJ interactivity on flow and product attitude in YouTube muk-bang

다국어 초록 (Multilingual Abstract)

Purpose
The purpose of this study is to identify the influence relationship between BJ interactivity, explicitness of paid advertisements, flow, and product attitude in YouTube muk-bang, and to determine whether there are gender differences in the relationship between them.
Design/methodology/approach
In this study, an online survey was conducted targeting college students who watch YouTube muk-bang content using a questionnaire form provided by Google. 115 questionnaires were collected from April 1 to 15, 2024, and after excluding 15 insincere responses, a total of 100 questionnaires were used in the final analysis.
Findings
The results of the empirical analysis are as follows. First, the explicitness of including paid advertising was confirmed to have a significant impact on both flow and product attitude. Second, while BJ interactivity had a significant effect on flow, it was confirmed that it had no significant effect on product attitude. Third, flow was confirmed to have a significant impact on product attitude, and as a result of confirming the moderating effect due to differences between genders in the relationship between the variables set in this study, it was confirmed that there was no moderating effect.