EXPLORING FACTORS INFLUENCING IMPULSE BUYING IN FACEBOOK LIVE STREAM AMONG YOUTH SHOPPERS IN SARIAYA, QUEZON

his study aimed to determine the various factors of impulsive buying in live streaming among youths in Sariaya, Quezon. It specifically sought to identify their level of exposure in live streaming, their reasons for watching them, the causes of impulsive buying and the perceived influence or effect on them. The study utilized the descriptive type of research using quantitative approach to determine the factors influencing impulse buying in live stream among youth shoppers. One hundred youth from the locale participated in the data gathering. The survey was distributed online to gather data for the study. Frequency, percentage, and weighted mean were used as statistical treatment. The study revealed that the respondents have a high exposure in watching live streaming. It also found the respondents agreed to the reasons for watching live streaming. Lastly, in the Elements of Live Streaming that Affect Impulse Buying Decision of youths in Sariaya, Quezon, the study revealed that the respondents are agreeing to the factors of Live Streamer, Product Brands, Platform, Content, Flow and Selling Strategy on live streams contents. This study revealed how youths in Sariaya, Quezon urged to buy in Facebook live streaming, it provides them information and knowledge to those live streamer who create contents. It can have or provide a significant effect on the buying decision of those audience and consumer, based on content of live streamer produced.