TY - JOUR
T1 - Evaluating factors influencing customers’ intention to eat Korean cuisine “Samgyeopsal” in the Philippines
T2 - A structural equation model forest classifier approach
AU - Ong, Ardvin Kester S.
AU - Prasetyo, Yogi Tri
AU - Manguray, Atheena Rhezelle B.
AU - Moral, E. J.G.Meinard
AU - Maun, Andrea Lorraine M.
AU - Diaz, Josh Gasty F.
AU - Monteiro, Charlotte N.
AU - Dangaran, Venice Cristine C.
AU - Persada, Satria Fadil
AU - Nadlifatin, Reny
AU - Ayuwati, Irene Dyah
N1 - Publisher Copyright:
© 2023 Ong et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
PY - 2023/5
Y1 - 2023/5
N2 - Samgyeopsal has become a widely popular cuisine in the Philippines since 2014. The rise of Samgyeopsal is evident worldwide as it is available in countries such as the United States, Northern, and Southern Asia. This study aimed to explore the intention to eat Samgyeopsal during the COVID-19 pandemic utilizing structural equation modeling and random forest classifier. With a total of 1014 responses collected online, the result showed that utilitarian and hedonic motivation, Korean influence, and attitude led to very high actual behavior in east Samgyeopsal in the Philippines. Moreover, subjective norm, perceived behavioral control, and intention led to significant results influencing intention to actual behavior. Lastly, the COVID-19 safety protocol showed the least significant result. This study is the first study that evaluated the intention of consumers to eat Samgyeopsal in the Philippines during the COVID-19 pandemic. The results of this study would be beneficial to Korean BBQ restaurateurs and the further development of their marketing strategies even in other countries. Finally, the model construct of this study can be extended and applied in evaluating the consumers’ eating intention toward other varieties of food or cuisines worldwide.
AB - Samgyeopsal has become a widely popular cuisine in the Philippines since 2014. The rise of Samgyeopsal is evident worldwide as it is available in countries such as the United States, Northern, and Southern Asia. This study aimed to explore the intention to eat Samgyeopsal during the COVID-19 pandemic utilizing structural equation modeling and random forest classifier. With a total of 1014 responses collected online, the result showed that utilitarian and hedonic motivation, Korean influence, and attitude led to very high actual behavior in east Samgyeopsal in the Philippines. Moreover, subjective norm, perceived behavioral control, and intention led to significant results influencing intention to actual behavior. Lastly, the COVID-19 safety protocol showed the least significant result. This study is the first study that evaluated the intention of consumers to eat Samgyeopsal in the Philippines during the COVID-19 pandemic. The results of this study would be beneficial to Korean BBQ restaurateurs and the further development of their marketing strategies even in other countries. Finally, the model construct of this study can be extended and applied in evaluating the consumers’ eating intention toward other varieties of food or cuisines worldwide.
UR - http://www.scopus.com/inward/record.url?scp=85159692853&partnerID=8YFLogxK
U2 - 10.1371/journal.pone.0286077
DO - 10.1371/journal.pone.0286077
M3 - Article
C2 - 37205676
AN - SCOPUS:85159692853
SN - 1932-6203
VL - 18
JO - PLoS ONE
JF - PLoS ONE
IS - 5 May
M1 - e0286077
ER -