Acceptability of live selling in enhancing customer engagement of e-retailing business: a basis for live seller utilization guide/ (Record no. 16550)

000 -LEADER
fixed length control field 02957nam a22003137a 4500
001 - CONTROL NUMBER
control field 16550
003 - CONTROL NUMBER IDENTIFIER
control field OCLRC
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20260731013038.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
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040 ## - CATALOGING SOURCE
Original cataloging agency OCLRC
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number (Call Number) T 658 2023 0153
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Saratan, Mark Adrian P.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Cabunas, Glory Vi A.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Dela Cruz, John Vince G.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Pascual, Jasper V.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Sales, Reggie Mae B.
245 ## - TITLE STATEMENT
Title Acceptability of live selling in enhancing customer engagement of e-retailing business: a basis for live seller utilization guide/
Statement of responsibility, etc. Mark Adrian P. Saratan, Glory Vi A. Cabunas, John Vince G. Dela Cruz, Jasper V. Pascual, and Reggie Mae B. Sales.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc. Paranaque City:
Name of publisher, distributor, etc. Olivarez College.
Date of publication, distribution, etc. 2023
502 ## - DISSERTATION NOTE
Dissertation note Undergraduate Thesis.
520 ## - SUMMARY, ETC.
Summary, etc. Live selling has become a significant tool for enhancing customer engagement in the retail industry by showcasing products in real time and enabling direct purchases during live sessions. This study aimed to understand the key factors influencing acceptability levels and challenges in utilizing live selling. The researchers explored difference in participants{92} use of live selling, challenges faced according to their profiles, and the relationships between the variables. Using a descriptive correlational research design, the study involved 50 online customer who had purchased through live selling in Parañaque City. Findings showed consistent age demographics and a higher tendency for female participants to buy clothes online. Most customers came from low-income backgrounds, indicating a positive influence of monthly income on online buying behavior. Respondents reported strong use of live selling in pre-purchase activities, purchase decision-making, and post-purchase experiences. The researchers identified attitude as a critic factor in explaining customer engagement and participation in live selling. Respondents also faced post-purchase challenges, such as inquires and issues related to live selling. Results from theKruskal-Wallis H and Mann-Whitney U tests showed no significant differences in participants{92} utilization of live selling based on their profile. However, there were substantial differences in challenging during pre-purchase activities but not in purchase decision-making or post-purchase experiences. Sperman{92}s Rho two-tailed correlation revealed a significant relationship between the utilization of live selling, key factors influencing acceptability level, and challenges faced by respondents. The research outcomes can help create a guide for live sellers to optimize their use of live selling techniques and strategies.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Live selling.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Customer Engagement.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry E-Retailing.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Buying Behavior.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Pre-Purchase Activities.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Purchase decision making.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Subject Entry Post-purchase experience.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Theses/Dissertation
Location (call number prefix code) T 658 2023 0153
Holdings
Withdrawn status Lost status Piece physical condition (Damaged Status) Not for loan Home library Current library (holdingbranch) Date acquired Total checkouts Full call number Date last seen Price effective from Koha item type
        Olivarez College Learning Resource Center General Reference And Serial Section 07/31/2026   T 658 2023 0153 07/31/2026 07/31/2026 Theses/Dissertation