The Impact Of Zero Moment Of Truth On Consumer Buying Decision: An Exploratory Research In Turkey
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Dosyalar
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
International Center of Social Sciences and Education Research
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
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.
Açıklama
Anahtar Kelimeler
Moment of Truth, Zero Moment of Truth, Purchasing Decision, Impulsive Buying
Kaynak
5th International Conference on Social Sciences and Education Research
