Development of a Scale for Determining Attitudes Toward Mukbang Content
Year: 2026
Type: article
Abstract: The aim of this study is to develop a measurement instrument to assess individuals’ attitudes toward Mukbang content (MC) and to contribute it to literature. For this purpose, a sample of 400 individuals aged 18 and above residing in Darıca, Kocaeli (Türkiye) was included in the study. Participants were reached through face-to-face data collection using a convenience sampling method. The scale development process was employed within the scope of the study. In data analysis, IBM SPSS was used for exploratory factor analysis (EFA), and SmartPLS was utilized for confirmatory factor analysis (CFA). As a result of the EFA, a structure consisting of 4 factors and 24 items was identified. These factors were labeled as “Addiction,” “Critical View,” “Instrumental Approach,” and “Negative Reflection,” based on the content of the items. CFA was subsequently conducted to validate this structure, and the four-factor, 24-item model was confirmed. The findings indicate that the developed measurement instrument is a valid and reliable tool for assessing individuals’ attitudes toward MC. It is expected that this scale will guide and contribute to future research in this field.
Source: Fonseca Journal of Communication
Institutions: Istanbul Arel University, Gedik University, Düzce Üniversitesi
Language: English
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7214723749