Empirical Study on the Factors Affecting Individuals’ Switching Intention to Augmented/Virtual Reality Content Services Based on Push-Pull-Mooring Theory

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.