Abstract
New technologies are driving rapid change and innovation in the industrial structure. In this environment, individuals’ use of contents also changes remarkably. This study aims to empirically prove why individuals switch from traditional to augmented/virtual reality (AR/VR) content services. We propose a research model and hypotheses based on data collected from existing research and AR/VR users. To explain individuals’ switch, we include three constructs for the push effects (low usefulness, functional simplicity, and perceived inefficiency) and three constructs for the pull effects (interactivity, experienceability, and amplified enjoyment) in our proposed model based on the most valid push-pull-mooring. Furthermore, we propose personal innovativeness as a mooring effect on the relationships between push/pull effects and switching intention to AR/VR content services. The data (n = 465) from actual AR/VR users were collected and analyzed using structural equation modeling with AMOS 22.0. Results empirically prove that all push/pull constructs, with the exception of perceived inefficiency, have a significant impact on switching intention. Moreover, a mooring effect—personal innovativeness—strengthens all paths in the research model, except that between perceived inefficiency and switching intention. The findings of this study would provide theoretical and practical implications for understanding individuals’ perceptions regarding AR/VR content services.
Highlights
Future societal changes due to a new era of industrial revolution, often called the fourth industrial revolution, are expected to greatly affect technology, industrial structure, and employment structure.Smart business models with new technologies changing the industrial structure through the convergence between technology and industry, and individual perception related to such convergence, will emerge in various ways by incorporating the latest information technology (IT), including augmented/virtual reality (AR/VR) [1]
Based on prior studies and data from actual AR/VR users, we suggest three constructs—interactivity, experienceability, and amplified enjoyment—as the pull factors that have a positive impact on intention to switch to AR/VR content services
Following the push/pull theory used in various literature focusing on switching, this study develops a research model to investigate individuals’ switching intention to AR/VR contents
Summary
Smart business models with new technologies changing the industrial structure through the convergence between technology and industry, and individual perception related to such convergence, will emerge in various ways by incorporating the latest information technology (IT), including augmented/virtual reality (AR/VR) [1]. AR/VR or mixed reality (MR) is becoming a mainstream and valuable topic in many industries. These technologies are expected to be applied in various fields such as medical, defense, marketing, education, fashion, art, gaming, entertainment, and many more. The market for information communication technology converged contents is rapidly growing due to the technological convergence between IT and traditional industries [2]. Individuals can see that the use of content services through AR/VR compared with traditional content is becoming more common in an environment where technology is converged
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