The impact of zero moment of truth on consumer buying decision: An exploratory research in Turkey

Year 2018, Volume: 4 Issue: 2, 309 - 316, 15.05.2018

Adnan Veysel Ertemel , Peyvent Peyk

https://doi.org/10.24289/ijsser.421732

Cited By: 1

Abstract

As a result of technological
improvements, consumer purchase decision process deviates from its traditional
behaviors. Considering the traditional
consumer behavior, process of product purchase decision begins with being
exposed to a stimulus, to various phases, finally to decision phase. Technological
changes enable consumers to have ready access to available rich information
about all types of products immediately after being exposed to a stimulus. At
this stage, a new concept Zero Moment of Truth (ZMOT) plays a crucial role that
accompanies more information seeking activity prior to going to the store. In
this study, theoretical and existing academic literature investigated with a
prior similar research conducted in US and Asia to analyze the results across
different demographic segments, and to compare ZMOT against other MOTs.

Keywords

Moment of Truth, Zero Moment of Truth, Purchasing Decision, Impulsive Buying

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