The Impact of Zero Moment of Truth on Consumer Buying Decision: An Exploratory Research in Turkey

5th International Conference on Social Sciences and Education Research, April 20-22, 2018, Antalya-TURKEY

8 Pages Posted: 4 Apr 2019

See all articles by Adnan Veysel Ertemel

Adnan Veysel Ertemel

Istanbul Commerce University; Bahcesehir University

Peyvent Peyk

affiliation not provided to SSRN

Date Written: April 2018

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.

Suggested Citation

Ertemel, Adnan Veysel and Peyk, Peyvent, The Impact of Zero Moment of Truth on Consumer Buying Decision: An Exploratory Research in Turkey (April 2018). 5th International Conference on Social Sciences and Education Research, April 20-22, 2018, Antalya-TURKEY, Available at SSRN: https://ssrn.com/abstract=3350368

Adnan Veysel Ertemel (Contact Author)

Istanbul Commerce University ( email )

Imrahor Cad. No. 90
Sutluce Beyoglu
Istanbul
Turkey

Bahcesehir University ( email )

Ciragan Avenue Osmanpa┼ča Mektebi Sokak No: 4 - 6
Besiktas
Istanbul, 34353
Turkey

Peyvent Peyk

affiliation not provided to SSRN

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