Consumer switching behavior to an augmented reality (AR) beauty product application: Push-pull mooring theory framework

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.