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.

Social network service (SNS) information has benefited many individuals. However, as such information has increased exponentially, the number of SNS users has increased dramatically and negative effects of SNSs on users have emerged. Many SNS users experience negative psychological conditions such as fatigue, burnout, and stress. Thus, in this study, we investigated the SNS and user characteristics that affect SNS fatigue, living disorder, and reduced SNS use intention. We developed a research model to examine the impact of two SNS characteristics (irrelevant information overload and open reachability) and two user characteristics (engagement and maintaining self-reputation) on SNS fatigue. We also examined the role of the experience of privacy violations in the relationship between living disorder and reduced SNS use intention. We collected data from 579 SNS users and created a partial least squares structural equation model to test the hypotheses. The results of the analysis showed that three factors, other than open reachability, positively affected SNS fatigue. Furthermore, we found that SNS fatigue significantly affected living disorder and reduced SNS use intention, and that experience of privacy violations significantly affected the relationship between living disorder and reduced SNS use intention. These results expand our understanding of SNS fatigue and users’ negative behaviors.