TRANSITION PROCESS FROM USING MEMBER CARDS TO MOBILE APPLICATIONS: A REVIEW ON THE STARBUCKS APP

Yıl 2020, Cilt: 4 Sayı: 2, 1 - 18, 31.12.2020

Murat Gülmez , Saadet Sağtaş

Öz

The mobile applications offered by smart phones through the e-store, which are developed for functional and personal needs, have gone beyond simplifying daily life and have an important place in marketing. Purpose of the study, ın the context of push-pull-mooring theory, is to examine the consumer's intentions to change their behavior and the transition process from the using of member cards to using mobile applications of the brands. In line with this purpose, a survey was conducted with 237 university students who actively use the Starbucks member card and its mobile application. The quantitative data obtained were analyzed using SPSS 22 program. As a result of the study, it was found that there was a significant relationship between the transition process from member card usage to mobile application usage and pushing effect (poor aesthetic design), pulling effect (locatability, transaction convenience, economic benefit, gamification) and mooring effect (perceived substitutability, inertia). Furthermore, it was determined that the stagnation against change has a moderation role on the pushing effect and intention to change.

Anahtar Kelimeler

Mobile applications, Push pull mooring, Member Cards

TRANSITION PROCESS FROM USING MEMBER CARDS TO MOBILE APPLICATIONS: A REVIEW ON THE STARBUCKS APP

Öz

Akıllı telefonların kullanıcılarına e-mağaza aracılığıyla sunmuş oldukları, fonksiyenel ve kişinin ihtiyaçlarına yönelik olarak geliştirdikleri mobil uygulamalar, günlük hayatı kolaylaştırmanın ötesine geçerek pazarlama da önemli bir yer edinmiştir. Çalışmanın amacı; itme- çekme- bağlama (push-pull-mooring) teorisi çerçevesinde tüketicilerin üye kartı kullanımından, markaların mobil uygulamaları kullanımına geçiş sürecini ve davranış değiştirme niyetlerini incelemektir. Bu amaç doğrultusunda Starbucks kartını ve mobil uygulamasını aktif şekilde kullanan 237 üniversite öğrencisi ile anket uygulaması gerçekleştirilmiştir. Elde edilen nicel veriler SPPS 22 programından faydalanılarak analiz edilmiştir. Çalışmanın sonucunda üye kartı kullanımından mobil uygulama kullanımına geçiş süreci ile itme etkisi (zayıf estetik görünüm), çekme etkisi (yer belirleme, alışveriş kolaylığı, ekonomik fayda, oyunlaştırma) ve bağlama etkisi (algılanan yerine alabilirlik, değişime karşı durgunluk) arasında anlamlı bir ilişki olduğu tespit edilmiştir. Ayrıca değişime karşı durgunluğun, itme etkisi ve değiştirme niyeti üzerinde düzenleyici rolü olduğu belirlenmiştir.

Anahtar Kelimeler

mobil uygulama, itme- çekme-bağlama, üye kartları

Kaynakça

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