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Dergiler / 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
Sayfa
309–316
Yayın Tarihi
2018-05-15
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

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 Maddede Bu Makale

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Amaç & Hipotez:As a result of technological improvements, consumer purchase decision process deviates from its traditional behaviors.
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Temel Bulgular & Veri:Considering the traditional consumer behavior, process of product purchase decision begins with being exposed to a stimulus, to various phases, finally to decision phase.
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Sonuç & Katkı: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.
🔬Tür:Araştırma Makalesi
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler: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.

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Bu Makaleye Atıf Yap

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

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Kaynakça (17)

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