The Emergence of Budol: A Study on Impulse Buying Behavior in Livestream Selling as a Basis for Marketing Insights among Gen Z Consumers in Metro Manila
DOI:
https://doi.org/10.5281/zenodo.20085231Keywords:
Livestream Selling, Impulse buying, Budol Culture, Generation Z, Scarcity Cues, Entertainment ValueAbstract
This study investigates the influence of livestream selling on the impulse buying behavior, or “Budol culture,” of Generation Z consumers in Metro Manila. Using a quantitative research method, data were collected through structured surveys validated by experts, yielding 262 respondents aged 18–28 who had prior experience purchasing through livestream platforms such as Facebook Live, TikTok Live, and Shopee Live. The findings indicated that scarcity cues and entertainment value ranked as strong predictors of impulse buying, and interactivity and trust with the influencer were positively correlated but not significantly so when the correlation was assessed. The impulse buying behaviour was moderate, meaning that Generation Z sometimes shares such behaviour by engaging in spontaneous shopping based on limited-time deals, engaging material, and peer pressure. The conclusions highlight the significance of combining entertaining material and scarcity-based promotion as an element of livestream selling in effectively triggering impulse purchases. These recommendations would help marketers target the livestream campaigns more effectively to enhance interest and encourage consumers to purchase their products within Generation Z.
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