Migrating to Eco-Friendly Smart Home Services: A Perspective of the Push-Pull-Mooring Model

From the perspective of the push-pull-mooring model, this study investigates how push, pull, and mooring factors affect consumers’ switching intention from traditional ones to eco-friendly smart home services (ESHS). Data were collected from 433 respondents through a self-administered questionnaire survey and analyzed by structural equation modeling. Empirical results indicate that push factors such as inconvenience and limited functionality have a significant and positive influence on consumers’ switching intention to ESHS. However, traditional aesthetic design as a push factor has no influence on consumers’ switching intention. The three dimensions of pull factors, namely, perceived automation, perceived connectedness, and perceived green home environment attract consumers to switch to ESHS. Moreover, the mooring factor of privacy concern negatively influences consumers’ switching intention to ESHS. Privacy concern also negatively moderates the effect of push factors on consumers’ switching intention. However, privacy concern has no moderating effect between pull effects and switching intention.