Effects of Zero Moment of Truth on consumer buying decision: An exploratory research in Turkey

Yıl 2015, , 526 - 536, 01.04.2015

Adnan Veysel Ertemel Ahmet Başçı

https://doi.org/10.24289/ijsser.106495

Cited By: 1

Öz

With the advent of Internet that enables always connected consumers and readily available rich information about all types of products, consumer’s purchase decision process has been radically altered that accompanies more information seeking activity prior to going to the store shelf. First moment of truth (FMoT) and Zero Moment of Truth (ZMoT) are the concepts coined by practitioners studying important moments in the consumer purchase decision process. First moment of truth emphasizes the critical importance of the in-store experience and the first few seconds when the consumer encounters with the brands on the shelve. The Zero moment of truth highlights the consumer’s online research phase that occurs prior to the buying decision. It includes using electronic Word of Mouth (e-WoM) to make more informed decisions. The concept goes back to impulsive purchasing behavior studied in the academic research. This paper lays down the theoretical background of Zero Moment of Truth concept and links it to the existing academic literature. Furthermore, it uses a prior similar research conducted in US market to discover how zero moment of truth effects Turkish consumers’ actual buying behavior. The research analyzes the results across different demographic segments. Finally, the results are compared with the prior research.

Anahtar Kelimeler

Zero Moment of Truth (ZMoT), buying decision process, impulse buying, e-word of mouth

Kaynakça

• Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology, 18(4), 247-266.
• Applebaum, W. (1951). “Studying Consumer Behavior in Retail Stores”, Journal of Marketing, Vol. 16, October, pp. 172- 178.
• Beatty, S. E. and Ferrell M. E. (1998). “Impulsive Buying: Modeling Its Precursors”, Journal of Retailing, Vol. 74 No. 2, pp. 169–191.
• Childers, T.L., Carr C.L., Peck J., and Carson S. (2001). “Hedonic and utilitarian mo- tivations for online retail shopping behavior”, Journal of Retailing, Vol. 77, 2001, pp. 511-535.
• Clover, V. T. (1950). “Relative Importance of Impulse Buying in Retail Stores”, Jour- nal of Marketing, Vol. 25, July, pp. 66– 70.
• Cobb, C. J. and Hoyer W. D. (1986). “Planned Versus Impulse Purchase Behavior”, Journal of Retailing, Vol. 62, Winter, pp. 67–81.
• DuPont de Nemours and Co. 1945, 1949, 1959, 1965. Consumer Buying Habits Studies
• Donthu, N. and Garcia A. (1999). “The Internet Shopper”, Journal of Advertising Re- search, 1999, pp. 52–58.
• Engel, James F. and Roger D. Blackwell (1982). "Consumer Behavior," Hinsdale, IL: Dryden Press.
• Gabisch, J. A. (2011). Virtual world brand experience and its impact on real world purchasing behavior. Journal of Brand Management, 19(1), 18-32.
• Google. " Shopper Sciences Zero Moment of Truth Macro Study ", U.S., 2011
• Hausman, A. (2000). “A multi-method investigation of con- sumer motivations in impulse buying behavior”, Journal of Consumer Marketing, Vol.17 No.5, pp. 403-417.
• Lecinksi, J. (2011). Winning the zero moment of truth. Zero Moment of Truth.
• Kotler, P. (1974), "Atmospherics as a Marketing Tool," Journal of Retailing, Vol. 49, 4, (Winter), 48-64.
• Kroeber-Rile, W. (1980). Konsumentenverhalten, Munich: V ahlen.
• Nelson, Ellison. Wall Street Journal, 21 Sept, 2005, http://online.wsj.com/article/0,,SB112725891535046751,00.html
• Normann, R., (2000). Service Management. Wiley, New York.
• Puri, R. (1996). “Measuring and Modifying Consumer Impul- siveness: A Cost- Benefit Accessibility Framework”, Journal of Consumer Psychology, Vol.5 No. 2, pp. 87–113.
• Rook, D. W. and Fisher R. J. (1995), “Normative Influences on Impulsively Buying Behavior”, Journal of Consumer Re- search, Vol. 22, December, pp. 305–313.
• Rook, D. W. and Hoch S. J. (1985). “Consuming Impulses”, Advances in Consumer Research, Vol. 12, eds. Morris B. Holbrook and Elizabeth C. Hirschman, provo, UT: Associa- tion for Consumer Research, pp. 23–27.
• Rook, D. W. (1987). “The Buying Impulse”, Journal of Consumer Research, Vol.14, September, pp. 189–199.
• Rook, D. W. and Gardner M. P. (1993). “In the Mood: Impulse Buyings’ Affective An- tecedents”, pp. 1–28 in Janeen Arnold-Costa and Russell W. Belk (Eds.), Rese- arch in Consumer Behavior, Vol. 6, Greenwich, CT: JAI press.
• Solomon, M.R., Surprenant, C., Czepiel, J.A., Gutman, E.G. (1985). A role theory perspective on dyadic encounters: the service encounter. Journal of Marke- ting 49 (Winter), 99–111.
• Stern, H. (1962). “The Significance of Impulse Buying Today”, Journal of Marketing, Vol. 26, April, pp. 59–63.
• Symphony IRI Group report in October (2009). “Zero-Moment of Truth: Redefining the Consumer Decision-Making Process.”
• Venkatesan, R., V. Kumar, and N. Ravishanker (2007). "Multichannel Shopping: Ca- uses and Consequences," Journal of Marketing, Vol. 71, No. 2: 114-132
• Wolman, B. (1973). Dictionary of Behavioral Science, New York: Van Nostrand Reinhold
• West, J.C. (1951). "Results of Two Years of Study into Impulse Buying," Journal of Marketing, 15 (January), 362-363.