Book Review: Mertler, C. A., &amp; Vannatta, R. A. (2001). Advanced and Multivariate Statistical Methods: Practical Application and Interpretation. Los Angeles: Pyrczak Publishing. 360 pages, $52.50 (softcover)

Faubion, Clayton W.

doi:10.1177/003435520104500110

Cited by 1 publication

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“…According to [ 78 ], pre-analysis data screening detects any irregularities or problems with the collected data. Faubion [ 79 ] indicates that pre-analysis is vital to ensuring the accuracy of data. The tool used to collect data in this study was a web survey, which helped to eliminate inaccurate data.…”

Section: Quantitative Design and Data Analysis (Phase 2)mentioning

confidence: 99%

How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users: A Mixed-Method Study

Song

Kim

Hwang

2023

Behavioral Sciences

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Mukbang is widely recognized as a new type of food video on user-generated content (UGC) platforms. The purpose of this study was to identify motivators to watch mukbangs and to examine the relationship between these motivators and the intention to watch mukbangs via attitudes toward mukbangs and para-social relationships. In addition, this study examined how the intention to watch mukbangs affected purchase intention. Interviews were conducted to determine the motivation factors for watching mukbangs by collecting data from mukbang viewers. The results of the interviews suggested that vicarious satisfaction, enjoyment, information, exposure, and attractiveness were motivators for watching mukbangs. Using a survey, this study collected data from 399 participants who watched mukbangs to test relationships. Using SmartPLS, structural equation modeling (SEM) was conducted. The outcomes of the SEM indicated that vicarious satisfaction, enjoyment, and information influenced the intention to watch mukbangs via attitudes toward mukbangs. The results also indicated that exposure and attractiveness had an impact on the intention to watch mukbangs via para-social relationships. Furthermore, the intention to watch mukbangs influenced the intention to purchase food items portrayed in the mukbang content. This study contributes to the literature by empirically confirming the effect of watching mukbang on purchase intention.

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Section: Quantitative Design and Data Analysis (Phase 2)mentioning

confidence: 99%