Development and Validation of the Mukbang Addiction Scale

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 (Mage = 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 cut-off scale raw score of 22 (out of 30). Assessment and clinical-related implications of the findings are illustrated in accordance with other excessive behaviours.