Factors Affecting Filipino Consumer Behavior with Korean Products and Services: An Extended Theory of Planned Behavior Approach

Cristel Joy G. Cayaban, Yogi Tri Prasetyo*, Satria Fadil Persada, Klint Allen Mariñas, Reny Nadlifatin, Rianina D. Borres, Ma Janice J. Gumasing

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

Korean entertainment industries are dominating all over the world, including in the Philippines. These celebrated mediums included Korean movies, songs, and products, many of which are beloved by Filipinos. As such, this study aims to determine factors that affect the buying decisions of Filipinos with Korean products and services by an extended theory of planned behavior (TPB) approach. A total of 306 Filipino survey participants were collected and analyzed in this study through a convenience sampling approach. Structural equation modeling (SEM) was utilized to analyze the data using SmartPLS, which determined the correlation of the latent constructs of the factors. Based on the results, attitude had the highest effect on behavioral intention, followed by K-drama influence, K-pop influence, and product quality. Interestingly, product price was found to have a low effect on behavioral intention. This study can serve as a basis for investors and business owners to align business strategies concerning consumer behavior in buying Korean products and services.

Original languageEnglish
Article number4477
JournalSustainability (Switzerland)
Volume15
Issue number5
DOIs
Publication statusPublished - Mar 2023

Keywords

  • SmartPLS
  • consumer behavior
  • cross-cultural consumer behavior
  • elaboration likelihood model of persuasion
  • structural equation modelling
  • theory of planned behavior

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