- 學位論文
探討消費者的轉換意圖及實際行為-以星巴克隨行卡及行動應用程式為例
Consumers’ Switching between Membership Card and Branded App：An Empirical Validation of Starbucks
摘要
近年來隨著科技進步，智慧型手機的普及致使行動商務的行銷也越來越多元。企業為了與消費者維繫良好的互動關係，而紛紛開發了行動應用程式(App)，星巴克App(Starbucks TW)擁有可隨時隨地查詢點數、附近店家及商品資訊的功能。在這之前星巴克消費者都是以隨行卡來儲值、付款及累積紅利，且隨行卡沒有其他的附加價值且容易遺失。有鑑於過去並未有相關研究探討消費者在傳統會員卡與App之間的轉換行為，因此本研究以星巴克App(Starbucks TW)為研究標的，應用PPM理論(Push-Pull-Mooring model)，以隨行卡之缺點當推力因素；星巴克App(Starbucks TW)之優點當拉力因素；繫住力因素則為涉入程度及關係慣性，探討星巴克消費者從隨行卡轉換到App之間的轉換意圖及實際行為。本研究以問卷方式進行，透過便利抽樣法總計回收有效問卷為326份。 本研究結果顯示：(1)高使用者匿名性和低實用價值對轉換意圖有正向的顯著影響。(2)地點便利性、交易便利性、獲得便利性和遊戲化對轉換意圖有正向的顯著影響。(3) 拉力因素比推力因素對於消費者的轉換意圖有更強的影響。(4)涉入程度高的消費者可能會因為隨行卡的圖案及造型，而不會轉換到行動應用程式。(5)關係慣性高的消費者可能會因為隨行卡的缺點，而轉換到行動應用程式。最後，依據研究結果提出實務意涵與未來研究建議。
並列摘要
In recent years, with the rapid development of technology and mobile commerce, everyone has a smartphone, and mobile commerce marketing becomes more and more diverse. Companies start to develop mobile applications (apps) to maintain good and interactive relationships with consumers. For example, Starbucks APP (Starbucks TW) has the ability to check the points, finding nearby stores and browsing product information anytime and anywhere. In the past, consumers of the Starbucks used membership cards to pay and accumulate points, but the membership card does not provide additional value. Besides, if consumers lost the membership card, accumulated points will be lost, because it is anonymous. Few previous studies have investigated consumer's switching behavior between traditional membership card and mobile apps. Therefore, this study uses Starbucks App (Starbucks TW) as the research target on the basis of Push-Pull-Mooring model. This study attempts to explore the factors that force or motivate consumers to switch from traditional membership card to mobile apps. The disadvantage of traditional membership card can be regarded as push effects, whereas the advantages of Starbucks App (Starbucks TW) are considered as pull effect. In addition, involvement and inertia are regarded as mooring factors. In this study, a total of 326 valid questionnaires were collected by convenience sampling. The results of this study show that both high level of user anonymity and low utilitarian value have a positive influence on switching intentions. In addition, place convenience, transaction convenience, acquisition convenience and gamification have positive influences on switching intentions. Pull effects have a stronger impact on switching intentions than push effects. Finally, consumers with high level of involvement may not switch to mobile applications because of the pattern and styling of traditional membership cards, whereas consumers with high level of relational inertia may switch to mobile applications. Finally, the findings of the study would provide managerial implications for practitioners and future research suggestions for the academicians.