Factors Affecting Filipino Consumer Behavior with Korean Products and Services: An Extended Theory of Planned Behavior Approach-Reference-Cited by-同舟云学术

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

Published:2023-03-02 Issue:5 Volume:15 Page:4477
ISSN:2071-1050
Container-title:Sustainability
language:en
Short-container-title:Sustainability

Author:

Cayaban Cristel Joy G.¹²,Prasetyo Yogi Tri³⁴,Persada Satria Fadil⁵^ORCID,Mariñas Klint Allen¹⁶^ORCID,Nadlifatin Reny⁷,Borres Rianina D.¹,Gumasing Ma. Janice J.¹^ORCID

Affiliation:

1. School of Industrial Engineering and Engineering Management, Mapúa University, Manila 1002, Philippines

2. School of Graduate Studies, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines

3. International Bachelor Program in Engineering, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li 32003, Taiwan

4. Department of Industrial Engineering and Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li 32003, Taiwan

5. Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Malang 65154, Indonesia

6. Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan 32023, Taiwan

7. Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia

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.

Funder

Mapúa University Directed Research for Innovation and Value Enhancement

Publisher

MDPI AG

Subject

Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction

Link

https://www.mdpi.com/2071-1050/15/5/4477/pdf

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