Abstract

This study aimed to investigate the impact of loneliness on bulimic tendencies among university students and to examine the mediating role of food craving and watching mukbang. A sample of 467 students, comprising 189 males and 278 females from universities in Korea, participated in the study. Data were collected using self-report questionnaires that measured loneliness, food craving, mukbang-watching frequency, and bulimic tendencies. The findings reveal a significant mediating effect of food craving and watching mukbang on the relationship between university students’ loneliness and bulimic tendencies. This study explored youth loneliness and mukbang, which have recently become issues, from a psychological perspective. The findings of this study enhance understanding of the emotional difficulties faced by university students in social relationships, and furthermore, illuminate the negative effects and risks associated with the consumption of mukbang content. A key contribution of this study is providing foundational data for the need for psychological interventions for youth, such as counseling and treatment. Additionally, the study provides a new perspective on the prevention and treatment of bulimic tendencies.