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
Date Written: April 2018
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.
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