Development and Validation of the Mukbang Addiction Scale

Abstract

Recent literature has speculated that some individuals spend lots of time watching mukbang (i.e., combination of the South Korean words 'eating' ['meokneun'] and 'broadcast' ['bangsong'] that refers to eating broadcasts where a person eats a large portion of food on camera whilst interacting with viewers) and compensate different needs using this activity. However, compensating unattained offline needs using a specific online activity could lead to the addictive use of that activity. The present study investigated problematic mukbang watching by developing and validating the Mukbang Addiction Scale (MAS). An online survey was administered to 236 university students (M age = 20.50 years; 62% female) who had watched mukbang at least once. Construct validity, criterion validity, and reliability analyses indicated that the MAS had good psychometric properties. Exploratory and confirmatory factor analyses confirmed the unidimensional structure of the scale. The Cronbach's alpha (α = .95) and composite reliability (CR = .92) suggested that the MAS had excellent internal consistency. Latent class analyses (LCA) revealed two primary profiles, one with high endorsement and one with low endorsement of the items assessed. Item response theory (IRT) findings also indicated a good model fit. IRT findings provisionally supported a cutoff scale raw score of 22 (out of 30). Assessment and clinical-related implications of the findings are illustrated in accordance with other excessive behaviours.

Compensatory Usage of the Internet: The Case of Mukbang Watching on YouTube

“…The reliability coefficient of the MAS was excellent (0.95) in the original study. 26 The CRS coefficient was also excellent in the present study (α=0.92).…”

“…To date, there is only one study investigated problematic mukbang watching via examining different profiles of this behavior. 26 The authors concluded that a minority of the participants could be labelled as high endorsement group (i.e., problematic mukbang watchers).…”

“…Consequently, successful attempts to compensate different offline eating needs by watching mukbang in social media platforms is likely to lead to repeated use of these activities, and to result in excessive (and in some cases problematic or addictive) mukbang watching. To date, there is only one study investigated problematic mukbang watching via examining different profiles of this behavior [ 26 ]. The authors concluded that a minority of the participants could be labelled as high endorsement group (i.e., problematic mukbang watchers).…”

Problematic Mukbang Watching and Its Relationship to Disordered Eating and Internet Addiction: A Pilot Study Among Emerging Adult Mukbang Watchers

“…Mukbang Addiction Scale (MAS): The MAS (Kircaburun et al 2020b) was used to assess problematic mukbang watching (e.g., "How often during the last year have you felt an urge to watch mukbang more and more?"). The initial validation study indicated mostly sound psychometric properties for unidimensional structure (χ 2 /df = 2.42, RMSEA = 0.08 (CI 90% (0.03, 0.13)), SRMR = 0.01, CFI = 0.99, GFI = 0.98).…”

“…From this perspective, obtaining aforementioned gratifications by watching mukbang (i.e., social reasons, entertainment reasons, escapist reasons, virtual eating reasons) may transform recreational mukbang watching into excessive and problematic (i.e., potentially addictive) activity for some viewers. To date, only one crosssectional study has provided any empirical evidence for problematic mukbang watching by showing that some individuals might demonstrate addiction-like symptoms associated with their mukbang watching (i.e., salience, tolerance, relapse, conflict, mood modification, withdrawal), and that the frequency of daily time spent watching mukbang was moderately related to problematic mukbang watching (Kircaburun et al 2020b).…”