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

Adnan Veysel ERTEMEL; Ahmet BAŞÇI

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

Article Details

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

Authors:

Adnan Veysel ERTEMEL | Ahmet BAŞÇI

Publisher:

Mahmut DEMİR

Main Topics:

Sociology and anthropology

Journal:

International Journal of Social Sciences and Education Research 2015 Vol.1 Issue 2, pp.526-536

Document Type:

Article

Publication Date:

3/2015

Document Language:

English

Document ID (Org No.):

2000475048

Frequency:

Quarterly

eISSN:

2149-5939

DOI:

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

Abstract:

 


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.

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Article Details

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

Authors: Adnan Veysel ERTEMEL | Ahmet BAŞÇI

Publisher: Mahmut DEMİR

Main Topics: Sociology and anthropology

Journal: International Journal of Social Sciences and Education Research 2015 Vol.1 Issue 2, pp.526-536

Document Type: Article

Publication Date: 3/2015

Document Language: English

Document ID (Org No.): 2000475048

Frequency: Quarterly

eISSN: 2149-5939

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

Issues

Authors:

Adnan Veysel ERTEMEL | Ahmet BAŞÇI

Publisher:

Mahmut DEMİR

Main Topics:

Sociology and anthropology

Journal:

International Journal of Social Sciences and Education Research 2015 Vol.1 Issue 2, pp.526-536

Document Type:

Article

Publication Date:

3/2015

Document Language:

English

Document ID (Org No.):

2000475048

Frequency:

Quarterly

eISSN:

2149-5939

DOI:

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