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The Filipino Americans represent the fastest growing Asian American market in the United States. With a population of 3.9 million, they register a total purchasing power of $147 billion. As this population grows due to demographic and immigration factors, so too will their purchasing power. They are clearly an influential economic force that can contribute meaningful growth opportunities for online retailers in the US. In this book, I have investigated the relationship between acculturation and consumer decision-making styles within the context of electronic commerce. The findings of this research hold implications for the Filipino-American consumers´ choice preferences that dictates purchase decisions. A business organization needs to include this into their core marketing strategies to tap or increase its share of the Filipino-American market. Overall, the potential contribution of the Filipino-American market to the financial success of business organizations cannot be understated. It is, thus, crucial for business practitioners to consider this important population in current and future marketing practices.

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Mabayo, Ricardo P.
Dr. Ricardo P. Mabayo holds a PhD in Business Administration (Electronic Commerce) and has completed graduate work in Sociology & Anthropology. His research interests focus on the exploration of the intersections between consumer decision or choice framing and heuristics, the marketplace, and cultural meanings.

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