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 and Ma. Janice J. Gumasing
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Cristel Joy G. Cayaban: School of Industrial Engineering and Engineering Management, Mapúa University, Manila 1002, Philippines
Yogi Tri Prasetyo: International Bachelor Program in Engineering, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li 32003, Taiwan
Satria Fadil Persada: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Malang 65154, Indonesia
Klint Allen Mariñas: School of Industrial Engineering and Engineering Management, Mapúa University, Manila 1002, Philippines
Reny Nadlifatin: Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
Rianina D. Borres: School of Industrial Engineering and Engineering Management, Mapúa University, Manila 1002, Philippines
Ma. Janice J. Gumasing: School of Industrial Engineering and Engineering Management, Mapúa University, Manila 1002, Philippines

Sustainability, 2023, vol. 15, issue 5, 1-14

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.

Keywords: consumer behavior; SmartPLS; structural equation modelling; cross-cultural consumer behavior; elaboration likelihood model of persuasion; theory of planned behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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