초록 열기/닫기 버튼
본 연구에서는 먹방을 시청하는 시청자들의 시청동기를 알아보는 척도를 개발하고자 하였다. 문헌조사를 통해 음식관련 콘텐츠 시청동기척도를 분석하여 146문항의 공통 키워드와 6개 유형의 공통 동기를 도출하였으며, 2번에 걸친 내용타당도 검증을 통해 이해도, 중요도, 적합도를 평가하여 최종 38개의 예비문항을 구성하였다. 먹방 시청 경험이 있는 462명이 작성한 설문결과를 대상으로 내용타당도 분석 및 탐색적 요인분석을 실시하였으며, ‘심신의 안정추구’, ‘오락추구’, ‘사회적 관계추구’, ‘정보추구’, ‘대리만족(동일시)추구’, ‘회피 및 시간보내기추구’ 총 6개의 하위요인, 24문항을 최종적으로 도출하였다. 문항반응이론의 Rasch 모형을 통해 각 문항의 개별적합도와 응답범주 적절성을 분석한 결과 모든 문항이 적합도 기준을 만족하는 것으로 나타났으며, 5점 Likert 척도가 적절한 것으로 분석되었다. 탐색적 요인 분석 결과가 적합한지를 검증하기 위해 먹방시청 경험이 있는 424명을 대상으로 확인적 요인 분석을 실시한 결과 6개 요인 구조가 적절한 것으로 나타났다. 상관분석을 이용하여 먹방 시청동기 척도의 수렴타당도 및 변별타당도를 검증한 결과, SNS 이용동기의 각 하위척도와 높은 상관을, 음식갈망척도와는 낮은 상관관계를 보였다. 마지막으로, 본 연구의 시사점, 제한점, 그리고 미래 연구 과제에 대해 논의하였다.
The purpose of this study was to develop and verify a scale that reflects the mukbang watching motives for mukbang viewers. Through a literature survey, 146 common keywords and six types of common motives were derived by analyzing the food-related content viewing motivation scale. Around 38 preliminary questions were constructed by evaluating their understanding, importance, and suitability through second content validity verifications. Content validity analysis and exploratory factor analysis were performed on the results of the on-line questionnaire survey. Participants were 462 individuals with experience in watching mukbang. A total of 24 questions and the following six sub-factors were derived: “The pursuit of mental and physical stability,” “The pursuit of entertainment,” “The pursuit of social relations,” “The pursuit of information,” “The pursuit of vicarious satisfaction (identification),” and “The pursuit of avoidance and killing time.” Individual fit of each item and appropriateness of the response category were examined through the Rasch model of the question response theory, and it was found that all items met the fitness criteria. Furthermore, the 5-point Likert scale was confirmed to be appropriate. To verify whether the exploratory factor analysis results were valid, a confirmatory factor analysis was conducted on 424 people with experience in watching mukbang, and the six factor structures were found to be appropriate. Determining the convergence validity and discrimination validity of the mukbang viewing motivation scale using correlation analysis indicated a high correlation with each sub-scale of the social networking service (SNS) usage motivation and a low correlation with the food craving scale. Finally, the implications, limitations, and future research tasks of this study are presented.
키워드열기/닫기 버튼
mukbang, watching motives, scale development, item response theory, Rasch model
