SavedAdd your journal

Journals / International Journal of Social Sciences and Education Research / 2026 / Cilt: 4 Sayı: 2

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

Adnan Veysel Ertemel(ISTANBUL COMMERCE UNIVERSITY)0000-0002-5028-1096
Peyvent Peyk0000-0001-7625-2528
Pages
309–316
Publication Date
2018-05-15
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:As a result of technological improvements, consumer purchase decision process deviates from its traditional behaviors.
📊
Key Findings & Data:Considering the traditional consumer behavior, process of product purchase decision begins with being exposed to a stimulus, to various phases, finally to decision phase.
💡
Conclusion & Impact: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.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Moment of Truth · Zero Moment of Truth · Purchasing Decision

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.

🔖

Cite This Article

Ertemel, A. V., Peyk, P. (2018). The impact of zero moment of truth on consumer buying decision: An exploratory research in Turkey. International Journal of Social Sciences and Education Research, Cilt: 4 Sayı: 2, 309–316. https://doi.org/10.24289/ijsser.421732

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (17)

  1. Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., and Morimoto, M., (2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology. 18 (4), 247-266.Andreasen, A. R., (2005). Social marketing in the 21st century. Sage Publications.
  2. Babbie, E., (2006). The practice of social research. 11th Edition. CA: Wadsworth.
  3. Bell, F. & Davison, J., (2013). Visual Management Studies: Empirical and Theoretical Approaches. International Journal of Management Reviews. 15 (2), pp. 167-184.
  4. Brown, R., (2009). Public Relations and the Social Web: How to use social media and web 2.0 in communications. Kogan Page Publishers.
  5. Childers, T.L., Carr C.L., Peck J., and Carson S., (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing. Vol. 77, pp. 511-535.
  6. Ellison N., 2005. In a shift, marketers beef up ad spending inside stores. Wall Street Journal, [online] 21 September 2005, https://www.wsj.com/articles/SB112725891535046751 [accessed 2 January 2017].
  7. Engel, J. F., Blackwell R.D., and Miniard P.W., (1994). Consumer behavior. 8th Edition. Dryden Press.
  8. Ertemel, A. V. & Basci A., (2015). Effects of zero moment of truth on consumer buying decision, an exploratory research in Turkey. International Journal of Social Sciences and Education Research. 1 (2), 642-653.
  9. Evans, D., (2012). Social media marketing: An hour a day. John Wiley & Sons.
  10. Gabisch, J. A., (2011). Virtual world brand experience and its impact on real world purchasing behavior. Journal of Brand Management. 19 (1), 18-32.
  11. Karasar, N., (2004). Araştırmalarda rapor hazırlama. 12. Basım. Ankara: Nobel Yayın Dağıtım.
  12. Karasar, N., (2005). Bilimsel araştırma yöntemi: Kavramlar, ilkeler, teknikler. 15. Basım. Ankara: Nobel Yayın Dağıtım.
  13. Kotler, P., (1974). Atmospherics as a marketing tool. Journal of Retailing. Vol. 49, 4, (Winter), 48-64.
  14. Lecinski J., (2011). Winning the zero moment of truth. Google Inc.Lecinski J. & Flint J., (2013). Winning the zero moment of truth in Asia. Google Inc.
  15. Löfgren, M., (2005). Winning at the first and second moments of truth: An exploratory study. Managing Service Quality. 15 (1), 109.
  16. Solomon, M.R., Surprenant, C., Czepiel, J.A., and Gutman, E.G., (1985). A role theory perspective on dyadic encounters: the service encounter. Journal of Marketing. 49 (Winter), 99–111.
  17. Venkatesan, R., V. Kumar, and N. Ravishanker, (2007). Multichannel shopping: Causes and consequences. Journal of Marketing. Vol. 71, No. 2: 114-132