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

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International Journal of Social Sciences and Education Research
Volume:4 Issue:2
The impact of zero moment of truth on consumer buying decision: An exploratory research in Turkey

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

Authors : Adnan Veysel ERTEMEL, Peyvent PEYK

Pages : 309-316

Doi:10.24289/ijsser.421732

View : 41 | Download : 12

Publication Date : 2018-05-15

Article Type : Research Paper

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 insert ignore into journalissuearticles values(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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