Undergraduate Thesis.

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.