Gawi ng Pagbili ng Unlimited Rice: Impluwensiya ng Bandwagon Effect, Kulturang Nakaugat sa Pagkain ng Kanin, at Moderating Role ng Kita ng Pamilya
DOI:
https://doi.org/10.5281/zenodo.20614408Keywords:
Bandwagon Effect, Kulturang Pagkain, Unlimited Rice, Gawi ng Pagbili, Kita ng Pamilya, Pag-Uugali ng Mamimili, Metro ManilaAbstract
Sinuri ng kwantitatibong pag-aaral na ito ang epekto ng Bandwagon Effect at kultura ng kanin bilang pangunahing pagkain sa gawi ng pagbili ng unlimited rice, gayundin ang moderating role ng kita ng pamilya sa nasabing mga ugnayan. Isinagawa ang pag-aaral sa mga nasa hustong gulang na estudyante sa kolehiyo sa Metro Manila na kumakain sa mga establisimyentong nag-aalok ng unlimited rice, tulad ng Mang Inasal, samgyeopsal restaurants, buffet, carinderia, at iba pa. Gumamit ang pag-aaral ng online survey na binubuo ng demographic profile at Likert scale questions. Ang mga respondente ay pinili sa pamamagitan ng quota at purposive sampling. Sinuri ang nakalap na datos gamit ang descriptive statistics, correlation analysis, multicollinearity test, linear regression na may interaction at dummy variables, model fit measures, at MedMod moderation analysis. Ipinakita ng resulta na magkakaiba ang antas ng impluwensiya ng mga salik sa gawi ng pagbili ng unlimited rice. Lumitaw na ang Bandwagon Effect ay isang makabuluhang predictor, samantalang naging makabuluhan ang kultura ng kanin bilang pangunahing pagkain kapag minoderahan ng mababa at gitnang antas ng kita ng pamilya. Pinakamataas ang kabuuang impluwensiya ng pinagsamang Bandwagon Effect at kultura ng kanin bilang pangunahing pagkain kapag minoderahan ng gitnang antas ng kita ng pamilya (4.4653), habang nangibabaw ang Bandwagon Effect sa mga makabuluhang predictor (2.499). Ipinahihiwatig ng pag-aaral na ang pagbili ng unlimited rice ay hinuhubog ng panlipunang impluwensiya, kultural na pagpapahalaga sa kanin, at kalagayang pang-ekonomiya ng pamilya, alinsunod sa Theory of Planned Behavior at Engel’s Law.
References
Abilgos-Ramos, R. G., & Ballesteros, J. (2018). Food consumption, diet quality, and diversity of rice-based farm households in Central Luzon, Philippines. Rice-Based Biosystems Journal, 4, 51–55. https://www.researchgate.net/publication/330778598_Food_Consumption_Diet_Quality_and_Diversity_of_Rice-Based_Farm_Households_in_Central_Luzon_Philippines
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ali, H., Li, M., & Hao, Y. (2021). Purchasing behavior of organic food among Chinese university students. Sustainability, 13(10), Article 5464. https://doi.org/10.3390/su13105464
Amrullah, A., Saadah, S., Ferawati, F., Mandini, A. A., Abubakar, I., Arfah, S. Y. C., & Sulaeman, S. (2021). Analysis of the consumer decision making process in purchasing rice. IOP Conference Series: Earth and Environmental Science, 681(1), Article 012109. https://doi.org/10.1088/1755-1315/681/1/012109
Baffles, J., & Etienne, X. L. (2015). Analyzing food price trends in the context of Engel’s law and the Prebisch-Singer hypothesis. World Bank. https://openknowledge.worldbank.org/entities/publication/fdce935d-fdfa-597f-b145-fafcf07cae93
Bairagi, S., Zereyesus, Y., Baruah, S., & Mohanty, S. (2022). Structural shifts in food basket composition of rural and urban Philippines: Implications for the food supply system. PLOS ONE, 17(3), Article e0264079. https://doi.org/10.1371/journal.pone.0264079
Bindra, S., Sharma, D., Parameswar, N., Dhir, S., & Paul, J. (2022). Bandwagon effect revisited: A systematic review to develop future research agenda. Journal of Business Research, 143, 305–317. https://doi.org/10.1016/j.jbusres.2022.01.085
Castillo, F. (2018). Consumer buying behavior: The multicultural influence in the Philippines. The International Journal of Business Management and Technology, 2(2), 41–48. https://www.theijbmt.com/archive/0920/844974745.pdf
Clements, K. W., & Si, J. (2018). Engel’s law, diet diversity, and the quality of food consumption. American Journal of Agricultural Economics, 100(1), 1–22. https://doi.org/10.1093/ajae/aax053
Commission on Higher Education. (2022). A.Y. 2020–2021 to 2021–2022 higher education enrollment in the Philippines. https://storage.googleapis.com/request-attachments/Xczs9PtBrTtqo6ADxQWt7drnfkzxYrr05ISmQ5fgj6CH5XbfDJPRA81uthHXcsiAGm81fZRSC9RiWLJvvazUIdigJTH9s78XStkG/Enrollee_National&R03_2016-22_2022J18.pdf
Cornell, D. A. V., Mendoza, E. A. D. C., & Cornell, G. B. (2020). #Let’sEat: Group ordering behavior of Filipino millennials in selected casual dining restaurants of Manila. African Journal of Hospitality, Tourism and Leisure, 9(2), 1–15. https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_48_vol_9_2__2020_philippines.pdf
Department of Science and Technology–Food and Nutrition Research Institute. (2022). Philippine nutrition facts and figures: Food consumption survey. http://enutrition.fnri.dost.gov.ph/site/uploads/2018-2019%20Facts%20and%20Figures%20-%20Food%20Consumption%20Survey.pdf
Faicol, B. (2022, August 1). Extra rice, please: These are the restaurants to go to for unlimited rice. Yummy.ph. https://www.yummy.ph/news-trends/restaurants-fast-food-unlimited-rice-2022-a00260-20220801
French, S. A., Tangney, C. C., Crane, M. M., Wang, Y., & Appelhans, B. M. (2019). Nutrition quality of food purchases varies by household income: The SHoPPER study. BMC Public Health, 19, Article 231. https://doi.org/10.1186/s12889-019-6546-2
Gavilan, J. (2014, June 28). The problem with unlimited rice. Rappler. https://www.rappler.com/moveph/61830-problem-unlimited-rice-diverse-diet/
Kamenidou, I. C., Mamalis, S. A., Pavlidis, S., & Bara, E.-Z. G. (2019). Segmenting the Generation Z cohort university students based on sustainable food consumption behavior: A preliminary study. Sustainability, 11(3), Article 837. https://doi.org/10.3390/su11030837
Kang, I., & Ma, I. (2020). A study on bandwagon consumption behavior based on fear of missing out and product characteristics. Sustainability, 12(6), Article 2441. https://doi.org/10.3390/su12062441
Mamiit, R. J., Yanagida, J., & Miura, T. (2021). Productivity hot spots and cold spots: Setting geographic priorities for achieving food production targets. Frontiers in Sustainable Food Systems, 5, Article 727484. https://doi.org/10.3389/fsufs.2021.727484
Matsuyama, K. (2016, January 14). The generalized Engel’s law: In search for a new framework [Master’s thesis, The Canon Institute for Global Studies]. https://faculty.wcas.northwestern.edu/kmatsu/Generalized%20Engel's%20Law.pdf
National Geographic. (2022, May 19). Food staple. https://education.nationalgeographic.org/resource/food-staple/
Neagu, M. I., & Teodoru, M. C. (2017). Testing the Engel’s law in the consumption pattern of Romanian population. Studia Universitatis “Vasile Goldis” Arad: Economics Series, 27(3), 33–53. https://doi.org/10.1515/sues-2017-0011
Okwachi, S. W., Miricho, M., & Maranga, V. (2017). The role of culture on food choices: A case study of hospitality clientele in independent commercial catering outlets. International Journal of Research in Tourism and Hospitality, 3(4), 1–11. https://doi.org/10.20431/2455-0043.0304005
Ong, A. K. S., Prasetyo, Y. T., Esteller, A. J. D., Bruno, J. E., Lagorza, K. C. O., Oli, L. E. T., Chuenyindee, T., Thana, K., Persada, S. F., & Nadlifatin, R. (2023). Consumer preference analysis on the attributes of samgyeopsal Korean cuisine and its market segmentation: Integrating conjoint analysis and K-means clustering. PLOS ONE, 18(2), Article e0281948. https://doi.org/10.1371/journal.pone.0281948
Pelegrino, E. N. (2022, June 29). Is white rice bad for you? National Nutrition Council. https://www.nnc.gov.ph/regional-offices/mindanao/region-ix-zamboanga-peninsula/8135-is-white-rice-bad-for-you
Philippine Statistics Authority. (2020). 2018 Family Income and Expenditure Survey (Vol. 1, Ser. 182). https://psa.gov.ph/sites/default/files/FIES%202018%20Final%20Report.pdf
Philippine Statistics Authority. (2023). Philippine Standard Geographic Code. https://www.psa.gov.ph/classification/psgc/?q=psgc%2Fprovinces%2F130000000
Pierson, D. (2019, February 14). In the Philippines, where “rice is life,” a move to allow more imports signals change. Los Angeles Times. https://www.latimes.com/world/asia/la-fg-philippines-rice-20190214-story.html
Schmitt-Beck, R. (2015). Bandwagon effect. In G. Mazzoleni (Ed.), The international encyclopedia of political communication. Wiley. https://doi.org/10.1002/9781118541555.wbiepc015
Tao, H., Sun, X., Liu, X., Tian, J., & Zhang, D. (2022). The impact of consumer purchase behavior changes on the business model design of consumer services companies over the course of COVID-19. Frontiers in Psychology, 13Trace, Article 818845. https://doi.org/10.3389/fpsyg.2022.818845
Valera, H. G., Mayorga, J., Pede, V. O., & Mishra, A. K. (2022). Estimating food demand and the impact of market shocks on food expenditures: The case for the Philippines and missing price data. Q Open, 2(2), Article qoac030. https://doi.org/10.1093/qopen/qoac030
Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). Harper & Row.
Zhou, Y., Loi, A. M.-W., Tan, G. W.-H., Lo, P.-S., & Lim, W. (2022). The survey dataset of the influence of theory of planned behaviour on purchase behaviour on social media. Data in Brief, 42, Article 108239. https://doi.org/10.1016/j.dib.2022.108239
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
