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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.

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Robot technology at small- and medium-sized enterprises has become a crucial part of current business operations. Beginning with the manufacturing industry, more industries than ever before have recently begun making use of robot technology to increase operational efficiency and productivity. However, prior studies regarding innovation related to intelligent robot use have been limited to developing strategies for describing robot technologies in general. Therefore, we developed a research model for investigating process innovation as it relates to intelligent robots. Based on the literature, two variables of technology benefits (direct usefulness and indirect usefulness) and two constructs of environmental pressure (industry and government) were incorporated into the research model as key determinants of a firm’s process innovation. Furthermore, organizational supports as moderating variables were added to the relationship between technology benefits and process innovation. We collected 257 responses in managerial position at various firms in order to test the proposed hypotheses using structural equation modeling in the statistical software (AMOS 22.0). The results revealed that all variables have a significant impact on process innovation, as well as the moderator. The findings of this study provide theoretical and practical implications for process innovation based on intelligent robot technology.