Influence of Facebook Live Selling on Purchase Intention among Online Shoppers

Abstract

The main goal of this study was to determine the significant relationship between the Facebook Live Selling and Purchase Intention among Online Shoppers in Panabo City. Moreover, this study utilized quantitative method using correlation technique to determine the relationship between Facebook Live selling and purchase intention among online shoppers in Panabo City. The total numbers of respondents involved in the online survey were the 200 online shoppers from different Barangays in Panabo City. Mean was used to determine the level of Facebook Live selling and purchase Intention among selected online shoppers in Panabo City. While Pearson (r) was used to determine the significant relationship between the two variables. Then regression analysis was used to determine the influence of Facebook Live selling on the purchase intention among online shoppers in Panabo City. The results revealed that there is a significant relationship between Facebook Live selling and purchase intention among online shoppers in Panabo City. Furthermore, the results indicated that perceived entertainment, perceived discount, and perceived product quality were the domains of Facebook Live selling that significantly influence purchase intention.