TY - JOUR
T1 - Factors Affecting Filipino Consumer Behavior with Korean Products and Services
T2 - An Extended Theory of Planned Behavior Approach
AU - Cayaban, Cristel Joy G.
AU - Prasetyo, Yogi Tri
AU - Persada, Satria Fadil
AU - Mariñas, Klint Allen
AU - Nadlifatin, Reny
AU - Borres, Rianina D.
AU - Gumasing, Ma Janice J.
N1 - Publisher Copyright:
© 2023 by the authors.
PY - 2023/3
Y1 - 2023/3
N2 - 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.
AB - 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.
KW - SmartPLS
KW - consumer behavior
KW - cross-cultural consumer behavior
KW - elaboration likelihood model of persuasion
KW - structural equation modelling
KW - theory of planned behavior
UR - http://www.scopus.com/inward/record.url?scp=85149990115&partnerID=8YFLogxK
U2 - 10.3390/su15054477
DO - 10.3390/su15054477
M3 - Article
AN - SCOPUS:85149990115
SN - 2071-1050
VL - 15
JO - Sustainability (Switzerland)
JF - Sustainability (Switzerland)
IS - 5
M1 - 4477
ER -
