Published Online:August 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM020825
DOI:10.71329/IUPJMM/2025.24.3.38-57
Author Name:Shiraz Parveen P and K Ramya
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:38-57
The study explores online consumer behavior, focusing on online product recommendations (OPR) and their role in creating the zero moment of truth (ZMOT) during purchase decision. Using data from 200 e-commerce consumers and SEM analysis, the study found that OPR’s stimuli, accuracy, and consumer awareness positively influence ZMOT. Further, it was found that OPR’s credibility and quality do not positively influence ZMOT. However, OPR positively impacts final purchasing decisions and enhances opportunities for upselling and cross-selling, thereby improving profitability and competitive advantage for retailers. The study adds to the literature on consumer behavior and provides insights into strategies for capturing Indian consumers’ online attention through awareness of ZMOT.
India is moving towards being a digitally advanced country. As of December 2024, the nation had 970.16 million Internet subscribers, and India had surpassed all other countries to become the leading market for app downloads, accounting for approximately 21% of total global downloads (Telecom Regulatory Authority of India, 2025). An average social media user in India spends 17 hours per week on sites, more than social media users in China and the US (Demirgüç-Kunt et al., 2020).