Consumer behavior in switching between membership cards and mobile applications: The case of Starbucks

作者：

Highlights：

• This study applies the PPM framework to delineate consumers’ switching behavior.

• Both a push effect, and pull effects positively affect switching intention.

• Substitutability moderates the influences of pull effects on switching intention.

• Inertia moderates the relationship between push effects and switching intention.

摘要

•This study applies the PPM framework to delineate consumers’ switching behavior.•Both a push effect, and pull effects positively affect switching intention.•Substitutability moderates the influences of pull effects on switching intention.•Inertia moderates the relationship between push effects and switching intention.

论文关键词：Push–pull–mooring,Mobile applications,Membership cards

论文评审过程：Available online 29 December 2017, Version of Record 2 March 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2017.12.042