Teoría del momento cero de la verdad (ZMOT). Caso de aplicación: millennials en el proceso de compra de smartphones dentro de la ciudad de Cuenca-Ecuador

Abstract

This study examines the new moment of truth ZMOT (zero moment of truth) in comparison to the two classic moments of truth FMOT (first moment of truth) and SMOT (second moment of truth) in the smartphone purchase process of the millennial segment in the city of Cuenca-Ecuador for the period 2020- 2021. The research approach is quantitative with a cross-sectional correlational scope. Thedata collection instrument used was based on the questionnaire provided by Google (2011),which was appropriate to the reality and context of this study. The chi-square test and the logistic regression model evaluated the hypotheses. The results revealed no significant difference in the use of ZMOT by gender, marital status, educational level, income level, andage group. In addition, certain new ZMOT moment variables significantly influenced the likelihood of FMOT and SMOT in the purchase decision process.