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This study aims to explore the impact of culinary programs on online video platforms
on viewers' cooking behavior, using the SoEck channel as a case study. The analysis
focuses on variables such as viewing frequency, cooking cognition, and cooking behavior
intentions. With the rise of online video platforms and the proliferation of the internet,
more people are using culinary programs to find recipes, learn cooking techniques, and
even be inspired to try new dishes and cooking styles.
The study employs a questionnaire survey to collect information on viewers'
perceptions and behavioral intentions after watching the SoEck channel's culinary
programs. The questionnaire covers viewing frequency, the perceived usefulness of the
culinary skills demonstrated, whether the show inspires viewers to try cooking, cooking
frequency, and confidence in their cooking skills. The survey sample includes viewers who
have experience watching cooking programs on online video platforms.
The results show that viewing frequency significantly influences viewers' cooking
behavior. The higher the viewing frequency, the stronger the viewers' interest and
willingness to practice cooking. Through the program, viewers learn more cooking
techniques, enhance their understanding of ingredients and cooking processes, and are
inspired to increase their enthusiasm and participation in cooking. Additionally, the study
highlights the challenges posed by the rise of online platforms to traditional television
media, noting the advantages of new media in providing personalized and high-quality
content.
Viewers of the SoEck channel generally exhibit a strong interest and enthusiasm for
cooking. After watching the programs, their willingness to cook and actual cooking
behaviors show an upward trend. The desire to cook increases, they start trying to cook,
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their interest in cooking grows significantly, and their enthusiasm for cooking improves.
This indicates that watching culinary programs is not just for entertainment but also
inspires viewers' interest in cooking, prompting them to engage more actively in cooking
behaviors.
The study's findings support hypotheses H2, H3, and H4, indicating that the
information gathered from watching the SoEck channel's culinary programs significantly
impacts cooking behavior, viewing frequency significantly impacts cooking cognition, and
watching the SoEck channel's culinary programs significantly impacts cooking cognition.
These findings are crucial for understanding the influence of culinary programs in the
modern media environment and provide practical recommendations for the production of
culinary programs, encouraging more significant viewer participation in cooking
behaviors.
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