Momento cero de la verdad (ZMOT) de los millennials en smartphones

Abstract

This study examines the Zero Moment of Truth (ZMOT) in comparison to the two classic moments of truth, First Moment of Truth (FMOT) and Second Moment of Truth (SMOT), in the smartphone purchase process among the millennial segment in the city of Cuenca, Ecuador, for the period 2021-2022. The research adopts a quantitative approach with a cross-sectional correlational scope. By conducting chi-square independence tests and logistic regression analyses, the hypotheses regarding the effects of these distinct moments of truth on the preceding and subsequent moments were validated. The results revealed no significant differences in ZMOT concerning gender, marital status, education level, income, and age groups. Furthermore, certain variables related to the new ZMOT significantly influence the probability of carrying out FMOT and SMOT in the purchase decision-making process. This underscores the influence of prior information on purchase decisions and highlights that the product experience shared on digital media nowadays serves as an input for a new cycle of the purchase process, emphasizing its significance within marketing management.