{"_buckets": {"deposit": "7b38e29d-bbb7-48c5-8e63-104073464cbc"}, "_deposit": {"id": "1571", "owners": [], "pid": {"revision_id": 0, "type": "recid", "value": "1571"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/1571", "sets": ["1582963436320", "user-yueco", "1582965639643"]}, "author_link": [], "communities": ["yueco"], "control_number": "1571", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "ZMOT Behavior Internet Users in Yangon (Zaw Htut, 2016)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The term, ZMOT (Zero Moment of Truth) refers to the critical moment online to search for information and evaluation, before making a purchase decision. The objectives of this study are to identify the the ZMOT behavior in consumer buying decision process among internet users in Yangon and to analyze the nature of consumers with ZMOT behavior in Yangon. The study scope is limited to those living in 4 districts of Yangon, and those who use internet. Data collection method of CAWI (Computer Aided Web-based Interview) was practiced by using a structured questionnaire. Descriptive research method was used in this study. To collect primary data, 200 respondents were selected as sample from a certain percent of full time members of MCIA, full time members of UMTA, web site owners, business managers from EMBA 13th and 14th, and online group members of MUA, MEF, MBC. From analysis on survey data, firstly, it is found that ZMOT behavior exists among internet users in Yangon. Secondly, this research discovered the length of ZMOT of internet users in Yangon for two products and two services: one week for mobile phones; one hour for clothing; one day for restaurants and hospitals/clinics. This research also analyzed on evaluating alternatives, information sources, information sufficiency, online evaluation criteria against gender, employment, and internet usage ."}]}, "item_1583103108160": {"attribute_name": "Keywords", "attribute_value_mlt": [{"interim": "ZMOT"}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2020-05-05"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Zaw Htut.pdf", "filesize": [{"value": "20806 Kb"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 20806000.0, "url": {"url": "https://meral.edu.mm/record/1571/files/Zaw Htut.pdf"}, "version_id": "0cc67d74-5c1c-4c0e-a285-cec4238c7a64"}]}, "item_1583103131163": {"attribute_name": "Journal articles", "attribute_value_mlt": [{"subitem_journal_title": "Yangon University of Economics Research Journal"}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "ZAW HTUT"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Publication"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Journal article"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2016-01-01"}, "item_title": "ZMOT Behavior Internet Users in Yangon (Zaw Htut, 2016)", "item_type_id": "21", "owner": "1", "path": ["1582963436320", "1582965639643"], "permalink_uri": "http://hdl.handle.net/20.500.12678/0000001571", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2020-03-05"}, "publish_date": "2020-03-05", "publish_status": "0", "recid": "1571", "relation": {}, "relation_version_is_last": true, "title": ["ZMOT Behavior Internet Users in Yangon (Zaw Htut, 2016)"], "weko_shared_id": -1}