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.
Highlights
Product purchase decision process starts with being exposed to a stimulus, to various phases, to decision phase
Our proposition in this paper is that any information search behavior in online medium prior to product purchase decision is attached to suggestion impulse buying behavior, which is the base of Zero Moment of Truth (ZMoT) concept
Research model This paper aims at making an exploratory research examining the altered consumer decision process upon Turkish consumers in the following dimensions;
Summary
Product purchase decision process starts with being exposed to a stimulus, to various phases, to decision phase. The recent developments in Internet and mobile communications technology enabled consumers to have ready access to all kind of information immediately after being exposed to a stimulus. This is made possible especially with rapid penetration of smartphones worldwide. The Social media revolution and exponential growth of user generated content with valuable and credible information about brands by peers is an important driving force. Practitioners recently coined this new term - Zero Moment of Truth to explain this new phenomenon. Literature review regarding impulse buying, stimuli and moments of truth are discussed
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