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Live selling in the e-market has been dominating e-commerce consumer behavior, raising competition among brands. Given that online purchasing and live selling rose significantly in the Philippines, this study aimed to assess the actual purchase of Filipinos from online live sellers. Specifically, an extended and modified theory of planned behavior was utilized and measured with 316 valid responses analyzed through partial least squares structural equation modeling. Based on the results, it was seen that the factors under customer perceived value and purchasing intention presented a significant effect on the customer’s actual purchase. The feeling of relaxation, trust, confidence, and service quality obtained from purchasing from online live sellers posed a significant influence. In addition, utilitarian motivation was deemed significant while hedonic motivation was seen otherwise. Among the behavioral domains, attitude was deemed the highest significant variable, followed by perceived behavioral control, and subjective norm. E-market and e-businesses could consider the outcome of this study to build on strategies for live selling and participation among online live sellers in the e-market. Implications were discussed for practical approaches in the e-market. Lastly, the application and extension of the framework used may be considered by future researchers to completely assess online market consumer behavior.
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