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

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