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A quantitative survey was conducted with 408 university students in Malaysia who viewed mukbang channel(s) often on social media. PLS-SEM is adopted to examine the associated paths and effects. The results demonstrate the significant impact of alienation and novelty, vicarious satisfaction, companionship and loneliness on mukbang ASMR obsession. Mediated voyeurism intervenes the effects of alienation and novelty on mukbang ASMR and intertemporal choice positively moderates the relationship between companionship and loneliness and mukbang ASMR. This study constructs a model to estimate Mukbang ASMR obsession by identifying specific motives and relationships among key factors, highlighting loneliness as the most effective determinant of mukbang ASMR among Malaysian younger generation. 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