The Influence of Real-Time Selling to the Purchase Decision of Generation Z

1. Introduction

Real-time selling has become one of the most popular trends in digital commerce, particularly among Generation Z consumers who are highly active on online platforms. Through live-selling sessions on platforms such as TikTok Live, Facebook Live, Shopee Live, and Lazada Live, sellers are able to interact with consumers instantly, demonstrate product in real time, and encourage immediate purchasing decisions. This modern selling approach combines entertainment, convenience, and interactivity, making it highly appealing to younger consumers.

In the Philippines, real-time selling has rapidly expanded due to the increasing use of social media and e-commerce platforms. Many businesses and influencers use live-selling sessions to promote products, communicate with buyers, and provide exclusive discounts and limited-time offers. These strategies create excitement and urgency, which influence consumers’ emotions and purchasing behavior. Generation Z consumers, who are known for their digital engagement and preferences for interactive experiences, are among the most affected by this marketing strategy.

Despite its growing popularity, real-time selling also presents challenges such as impulsive buying, misleading product promotions, and overdependence on persuasive selling techniques. These issues highlight the importance of understanding how real-time selling influences the purchase decisions of Generation Z consumers. This study aimed to determine the influence of real-time selling on the purchasing behavior of Generation Z by examining the effectiveness of live product demonstrations, interactive communication, seller credibility, promotional strategies, and convenience during live-selling sessions.

2. Materials and Methods

This study used a descriptive-correlational research design to determine the influence of real-time selling on the purchase decisions of Generation Z consumers. The respondents of the study were 150 Marketing Management students from Eulogio “Amang” Rodriguez Institute of Science and Technology (EARIST) during the Academic Year 2025 - 2026. Stratified random sampling was used to ensure equal representation from different year levels.

Data were gathered using a researcher-made survey questionnaire and online survey. The questionnaire consisted of three (3) parts: respondents’ profile, extent of real-time selling practices, and level of influence of real-time selling on purchase decisions. A five-point Likert scale was used to measure the responses of the participants.

Before distribution, the questionnaire was validated by the research adviser and selected faculty members to ensure clarity and relevance. Data were collected through face-to-face and online surveys. The gathered data were analyzed using percentage and weighted mean to interpret the responses and determine the effectiveness and influence of real-time selling practices on Generation Z consumers.

3. Results and Discussions

1. Extent of Real-Time Selling Practices as to:

Legend

Range Scale Verbal Interpretation Symbol

5 4.20 - 5.00 Highly Evident HE

4 3.40 - 4.19 Evident E

3 2.60 - 3.39 Moderately Evident ME

2 1.80 - 2.59 Least Evident LE

1 1.00 - 1.79 Very Least Evident VLE

The rankings show that students value live demonstrations that help them understand product quality the most, as reflected by the highest-rated indicator, “Live demonstrations help me understand product quality” (WM = 4.35, HE). This suggests that students rely on live demonstrations to evaluate products before making decisions. The second-highest indicator, “Sellers clearly demonstrate how the product works during live sessions” (WM = 4.23, HE), also highlights the importance of clear demonstrations. The other indicators received positive ratings, showing that students generally appreciate detailed explanations, clear presentations, and real-time demonstrations during live selling.

The results imply that sellers should focus on demonstrating product quality and functionality during live sessions because these aspects have the greatest impact on students. Clear demonstrations can help build trust, increase understanding, and make consumers more confident in their purchasing decisions. Improving real-time product usage demonstrations may also enhance the effectiveness of live selling.

These findings support the study of Peralta et al. (2025), which found that clear and engaging product demonstrations in live selling improve customer understanding, trust, and satisfaction. When consumers can see how a product works and assess its quality in real time, they are more likely to feel confident about the product and their purchase decisions.

The rankings show that students value sellers who acknowledge customer concerns during live selling the most, as reflected by the highest-rated indicator, “Sellers acknowledge customer concerns during live selling” (WM = 4.17, E). This suggests that students appreciate sellers who listen and respond to their concerns during live sessions. The second-highest indicator, “I can easily interact with sellers through comments or chat” (WM = 4.11, E), indicates that students find communication with sellers convenient and accessible. The remaining indicators also received positive ratings, showing that students generally view live selling as an interactive platform that encourages communication and engagement.

The results imply that effective communication is an important factor in live selling. Sellers who actively respond to concerns, answer questions, and engage with viewers can build stronger relationships with potential customers. Maintaining real-time interaction during live sessions may increase consumer trust, participation, and interest in the products being promoted.

These findings are supported by the study of Patrixia et al. (2023), which found that interactive communication and real-time engagement between sellers and consumers enhance customer participation and purchase intention. Their study highlights the importance of active communication in creating a more engaging and effective live selling experience.

The rankings show that students are most influenced by “Real-time promotions influence my interest in purchasing” (WM = 4.26, HE), making it the highest-rated indicator. This suggests that promotions offered during live selling effectively capture students’ attention and increase their interest in products. The second-highest indicator, “Time-limited offers encourage me to consider buying” (WM = 4.25, HE), indicates that limited-time deals create a sense of urgency that encourages students to think about purchasing. The other indicators also received positive ratings, showing that students generally appreciate exclusive discounts, attractive offers, and clearly announced flash deals during live selling sessions.

The results imply that promotional strategies play an important role in attracting consumers during live selling. Real-time promotions and limited-time offers can encourage greater interest and motivate potential buyers to make purchasing decisions. Sellers can increase audience engagement and sales by providing attractive discounts and clearly communicating promotional offers during live sessions.

These findings are supported by Cruz (2025), who found that time-limited offers and real-time promotions in live selling significantly increase consumers’ purchase interest and buying decisions. The study highlights that promotional activities create excitement and urgency, making consumers more likely to engage with products and consider purchasing them.

The rankings show that students trust sellers who are knowledgeable about their products the most, with “Sellers appear knowledgeable about their products” (WM = 4.21, HE) ranking first. This indicates that product knowledge is an important factor in building consumer trust. The second-ranked indicator, “Seller reviews and ratings increase my confidence in purchasing” (WM = 4.21, HE), suggests that positive feedback and ratings also help strengthen confidence in buying products. The remaining indicators received positive ratings, showing that students generally trust sellers who provide reliable product claims, honest information, and live demonstrations.

The results imply that trust is strengthened when sellers demonstrate expertise, transparency, and credibility during live selling sessions. Consumers are more likely to feel confident in their purchasing decisions when sellers provide accurate information and have positive reviews and ratings. Building trust through knowledge and honesty can help sellers attract and retain potential customers.

These findings are supported by Pineda and Mendoza (2024), who found that streamer credibility and media richness in live selling significantly increase consumer trust and reduce uncertainty in purchasing decisions. Their study suggests that knowledgeable and trustworthy sellers can positively influence consumer confidence and encourage purchasing behavior.

The rankings show that students value the convenience of being able to shop anytime through live-selling platforms the most, with “I can shop anytime through live-selling platforms” (WM = 4.15, E) ranking first. This suggests that the flexibility of accessing live-selling platforms at any time is an important benefit for students. The second-ranked indicator, “Payment methods during live selling are accessible” (WM = 4.14, E), indicates that convenient payment options also contribute to a positive shopping experience. The remaining indicators received positive ratings, showing that students generally find live selling easy, time-saving, and convenient for purchasing products.

The results imply that convenience is a key factor in the effectiveness of live selling. Features such as flexible shopping hours, accessible payment methods, easy ordering processes, and available product links can encourage consumers to engage more with live-selling platforms. Providing a smooth and hassle-free shopping experience may increase customer satisfaction and purchasing behavior.

These findings are supported by Reyes and Umali (2025), who found that user-friendly and convenient live-selling platforms significantly enhance Gen Z consumers’ shopping experiences and purchasing behavior. Their study suggests that convenience-related features play an important role in attracting and retaining customers in live-selling environments.

2. Level of Influence of Real-Time Selling on Purchase Decisions

Legend

Range Scale Verbal Interpretation Symbol

5 4.20 - 5.00 Highly Influenced HI

4 3.40 - 4.19 Influenced I

3 2.60 - 3.39 Moderately Influenced MI

2 1.80 - 2.59 Slightly Influenced SI

1 1.00 - 1.79 Not Influenced NI

The rankings show that “Limited stocks encourage me to decide quickly” (WM = 4.23, HI) is the highest-rated indicator, suggesting that students are strongly influenced by product scarcity during live-selling sessions. This indicates that limited stock availability creates a sense of urgency that encourages faster purchasing decisions. The second-ranked indicator, “Real-time demonstrations speed up my buying decisions” (WM = 4.15, I), shows that live product demonstrations help students make decisions more quickly. The remaining indicators were also rated Influential, indicating that live selling generally helps students decide faster, reduces product comparison time, and encourages purchasing behavior.

The results imply that urgency and real-time engagement are important factors that influence students' purchasing decisions during live-selling sessions. Strategies such as highlighting limited stock availability and providing live product demonstrations can motivate consumers to act quickly and reduce hesitation. These techniques may help sellers increase customer engagement and encourage faster purchase decisions.

These findings are supported by Patrixia et al. (2023), who found that interactive and engaging live-selling content encourages consumers to make faster purchasing decisions through trust and emotional engagement. Their study suggests that live-selling features, such as real-time interaction and scarcity tactics, can significantly influence consumer buying behavior and decision-making.

The rankings show that “Real-time feedback from other buyers enhances product trustworthiness” (WM = 4.33, HI) is the highest-rated indicator, suggesting that students trust products more when they can see comments, reviews, and reactions from other customers during live-selling sessions. This is followed by “I perceive products sold live as more reliable” (WM = 4.30, HI) and “Seller transparency during live sessions builds credibility” (WM = 4.29, HI), indicating that reliability and transparency are important factors in building trust. The remaining indicators also received high ratings, showing that live demonstrations and product visibility help students view products as authentic and trustworthy.

The results imply that live selling is effective in strengthening consumer trust by providing real-time information, transparent communication, and customer feedback. Features such as live interactions, visible buyer reactions, and honest product presentations can help reduce uncertainty and increase confidence in purchasing decisions. Sellers who promote transparency and encourage customer engagement may be more successful in gaining consumer trust.

These findings are supported by Pineda and Mendoza (2024), who found that media richness, streamer credibility, and interactive communication in live selling enhance consumer trust and reduce buyer uncertainty.

The rankings show that “My emotions influence my purchasing decisions during live selling” (WM = 4.22, HI) is the highest-rated indicator, suggesting that students are strongly influenced by their emotions when watching live-selling sessions. This is followed by “Live sellers create an entertaining shopping experience” (WM = 4.14, I), indicating that entertainment is an important factor in keeping students engaged. The remaining indicators also received positive ratings, showing that students enjoy interacting with sellers, feel connected during live sessions, and generally have a positive experience while watching live-selling content.

The results imply that emotional appeal and entertainment play important roles in influencing students’ engagement and purchasing behavior. Live-selling sessions that are interactive, enjoyable, and emotionally engaging can attract viewers’ attention and encourage them to consider purchasing products. Sellers who create entertaining and relatable content may be more effective in influencing consumer decisions.

These findings are supported by Reyes and Umali (2025), who found that emotional engagement and interactive features significantly influence Gen Z consumers’ purchasing behavior in live-selling environments. Their study suggests that positive emotions and engaging interactions help increase consumer interest and encourage buying decisions during live-selling sessions.

The rankings show that “Flash sales encourage immediate purchasing decisions” (WM = 4.14, I) is the highest-rated indicator, suggesting that students are strongly influenced by flash sales during live-selling sessions. This is followed by “Time-bound discounts strongly influence my decision to buy” (WM = 4.11, I), indicating that limited-time offers encourage students to make quicker purchasing decisions. “Countdown timers make me feel pressured to buy” (WM = 4.09, I) and “I worry about missing out on live deals” (WM = 4.09, I) also received influential ratings, showing that urgency and fear of missing out affect consumer behavior. The lowest-ranked indicator was “Limited-stock announcements increase my urgency” (WM = 3.46, I), although it still had an influence on students’ buying decisions.

The results imply that urgency-based strategies are effective in encouraging students to make faster purchasing decisions during live-selling sessions. Techniques such as flash sales, countdown timers, and time-bound discounts create a sense of urgency that motivates consumers to act quickly. These strategies can increase engagement and encourage immediate purchases, making them useful tools for sellers during live broadcasts.

These findings are supported by Cruz (2025), who found that flash sales, countdown timers, and other urgency-based promotional strategies significantly increase consumers’ impulse buying behavior and purchase decisions. The study highlights that creating a sense of urgency can effectively influence consumer actions and strengthen purchasing intentions during live-selling sessions.

The results revealed that real-time selling practices have a significant positive relationship with the purchase decisions of Generation Z consumers. Live product demonstrations, interactive communication, real-time discounts and limited offers, seller credibility, and convenience were all found to strongly influence consumer behavior. The positive correlation coefficients and p-values below the 0.05 level of significance indicate that as the effectiveness of real-time selling practices increases, consumers become more likely to trust products, engage with sellers, make faster purchasing decisions, and respond to promotional offers. Therefore, the null hypothesis was rejected, confirming that real-time selling significantly affects the purchase decisions of Generation Z consumers.

Patrixia et al. (2023) found that interactive communication and real-time engagement in live-selling sessions significantly influence consumers' purchase intentions and decision-making, supporting the present study's finding that real-time selling positively affects the purchase decisions of Generation Z consumers.

4. Conclusion

Based on the findings, the following conclusions were drawn:

1. Real-time selling significantly influences the purchase decisions of Generation Z consumers.

2. Live product demonstrations, interactive communication, seller credibility, convenience, and promotional strategies positively affect consumer trust, engagement, and buying behavior.

3. Time-limited offers and flash sales encourage faster purchasing decisions and impulse buying among Generation Z consumers.

4. Emotional engagement during live selling sessions strengthens consumer participation and interest in products.

5. Generation Z consumers are more likely to purchase products from sellers who provide transparent information, clear product demonstrations, and interactive communication.

6. Overall, real-time selling creates a more engaging, convenient, and trustworthy shopping experience for Generation Z consumers.

5. Recommendations

1. Online sellers should improve live-selling strategies by providing clear product demonstrations, accurate information, and responsive communication.

2. Businesses should promote ethical and transparent promotional practices to strengthen customer trust and satisfaction.

3. Digital marketers should develop more engaging and interactive live-selling sessions that appeal to Generation Z consumers.

4. Consumers should practice responsible online purchasing and carefully evaluate products before making buying decisions.

5. Educational institutions should conduct seminars on digital marketing and responsible online shopping.

6. Future researchers may conduct similar studies using a wider scope of respondents and additional variables related to consumer behavior.