TY - JOUR
T1 - Consumer switching behavior to an augmented reality (AR) beauty product application
T2 - Push-pull mooring theory framework
AU - Nugroho, Aditya
AU - Wang, Wei Tsong
N1 - Funding Information:
The authors thank the Editor and the anonymous reviewers for their valuable feedback on this paper. The authors also thank the survey respondents for providing valuable data. This research was funded by Ministry of Science and Technology, Taiwan [Grant number: MOST 109-2511-H-006-006-MY3 ].
Publisher Copyright:
© 2023 Elsevier Ltd
PY - 2023/5
Y1 - 2023/5
N2 - The Push Pull Mooring (PPM) Theory has always been linked to the issue of customer switching behavior and the migration process. However, switching behavior usually entails risks. PPM Theory simply describes why people move and the outcome of the migration, which regrettably ignores the risk factors arising during the process. For instance, there are risks associated with consumers switching from offline cosmetic purchases to making online purchases using Augmented Reality (AR) technology, and consumers are frequently reluctant to make purchases when there is risk involved. Many customers wonder about the performance risk of AR technology and its effectiveness. This situation raises the question: Does the PPM factor wipe out the performance risks arising throughout the process of switching behavior? The study's findings provide evidence that PPM is not always linked to issues with switching behavior. Theoretical and practical implications are presented.
AB - The Push Pull Mooring (PPM) Theory has always been linked to the issue of customer switching behavior and the migration process. However, switching behavior usually entails risks. PPM Theory simply describes why people move and the outcome of the migration, which regrettably ignores the risk factors arising during the process. For instance, there are risks associated with consumers switching from offline cosmetic purchases to making online purchases using Augmented Reality (AR) technology, and consumers are frequently reluctant to make purchases when there is risk involved. Many customers wonder about the performance risk of AR technology and its effectiveness. This situation raises the question: Does the PPM factor wipe out the performance risks arising throughout the process of switching behavior? The study's findings provide evidence that PPM is not always linked to issues with switching behavior. Theoretical and practical implications are presented.
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U2 - 10.1016/j.chb.2022.107646
DO - 10.1016/j.chb.2022.107646
M3 - Article
AN - SCOPUS:85145980111
SN - 0747-5632
VL - 142
JO - Computers in Human Behavior
JF - Computers in Human Behavior
M1 - 107646
ER -