From Membership Card to Mobile Membership APP: A Research on Customers’ Switching Intention with the PPM Theory

Abstract

Personal communications equipment and technology has gradually changed the way people connect with each other People are dependent more and more on their mobile phones and this also changes the way companies connect with customers For example the emergence of mobile membership APP has allowed consumers to experience the new membership services This research focuses on customers’ switching intentions between membership card and mobile membership APP In the past most researches focused on discussing the advantages of mobile membership APP there were not studies discussed the intention of customers to switch between membership card and mobile membership APP The research has extended Push-Pull-Mooring model to explaining and analyzing the factors that influence the consumers’ decision to switch This research collected from 343 users from the Internet provide reliability and validity for the data analysis The results showed that push effects (relative advantage) will have a positive impact on switching intentions pull effects (service innovation social value) will have a positive impact on switching intentions mooring effects (inertia) will have a negative impact on switching intentions and mooring effects (environmental consciousness ) will have a positive impact on switching intentions In addition the research also discussed practical implications for theory practice and suggestions for future research

Date of Award	2020
Original language	English
Supervisor	Huei-Ting Tsai (Supervisor)