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Ong AKS, Prasetyo YT, Manguray ARB, Moral EJMG, Maun ALM, Diaz JGF, Monteiro CN, Dangaran VCC, Persada SF, Nadlifatin R, Ayuwati ID. Evaluating factors influencing customers' intention to eat Korean cuisine "Samgyeopsal" in the Philippines: A structural equation model forest classifier approach. PLoS One 2023; 18:e0286077. [PMID: 37205676 DOI: 10.1371/journal.pone.0286077] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/05/2022] [Accepted: 05/09/2023] [Indexed: 05/21/2023] Open
Abstract
Samgyeopsal has become a widely popular cuisine in the Philippines since 2014. The rise of Samgyeopsal is evident worldwide as it is available in countries such as the United States, Northern, and Southern Asia. This study aimed to explore the intention to eat Samgyeopsal during the COVID-19 pandemic utilizing structural equation modeling and random forest classifier. With a total of 1014 responses collected online, the result showed that utilitarian and hedonic motivation, Korean influence, and attitude led to very high actual behavior in east Samgyeopsal in the Philippines. Moreover, subjective norm, perceived behavioral control, and intention led to significant results influencing intention to actual behavior. Lastly, the COVID-19 safety protocol showed the least significant result. This study is the first study that evaluated the intention of consumers to eat Samgyeopsal in the Philippines during the COVID-19 pandemic. The results of this study would be beneficial to Korean BBQ restaurateurs and the further development of their marketing strategies even in other countries. Finally, the model construct of this study can be extended and applied in evaluating the consumers' eating intention toward other varieties of food or cuisines worldwide.
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Affiliation(s)
- Ardvin Kester S Ong
- School of Industrial Engineering and Engineering Management, Mapúa University, Manila, Philippines
| | - Yogi Tri Prasetyo
- International Bachelor Program in Engineering, Yuan Ze University, Chung-Li, Taiwan
- Department of Industrial Engineering and Management, Yuan Ze University, Chung-Li, Taiwan
| | | | | | | | - Josh Gasty F Diaz
- Young Innovators Research Center, Mapúa University, Manila, Philippines
| | | | | | - Satria Fadil Persada
- Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia
| | - Reny Nadlifatin
- Department of Information Systems, Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia
| | - Irene Dyah Ayuwati
- Department of Information Systems, Institut Teknologi Telkom Surabaya, Surabaya, Indonesia
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