@article{article_790049, title={TRANSITION PROCESS FROM USING MEMBER CARDS TO MOBILE APPLICATIONS: A REVIEW ON THE STARBUCKS APP}, journal={Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi}, volume={4}, pages={1–18}, year={2020}, author={Gülmez, Murat and Sağtaş, Saadet}, keywords={mobil uygulama, itme- çekme-bağlama, üye kartları}, abstract={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.}, number={2}, publisher={Osmaniye Korkut Ata Üniversitesi}