Research On Intentions To Use AR Make-up Tools On Instagram:Based On UTAUT2 Model

Augmented Reality(AR)is an emerging new media tool that attracts the attention of marketers and scholars from different fields.AR is considered as a promising promotional tool for social media applications.Thus,some brands began to utilize it by creating AR make-up tools on Instagram.AR tools on Instagram have an unstudied underlying potential,and this study aims to find out the main predictors of users' intentions to use this technology.Thus,the Extended Unified Theory of Acceptance and Use of Technology(UTAUT2)was modified to match the context of innovation adoption on social media applications.The refined model excluded constructs irrelevant to social media and proposed two additional constructs – Self-Presentation and Social Media Involvement(SMI).The data analysis of 456 female users' responses indicated that the users' priorities have changed in a way that the social factors(Facilitating Conditions,Self-Presentation,Social Influence,and Hedonic Motivation)and the ability to represent oneself in a desired way with AR make-up tools were the strongest predictors of intentions to use this technology on Instagram.Besides,this study found that depending on users' level of SMI,the intentions to use the AR make-up tool on Instagram were influenced by different factors.In contrast,there was no difference found in the perceptions of intention predictors among users from different age groups.All in all,the study proposed a reliable acceptance model for social media context and provided a deeper understanding of AR make-up tools adoption on social media applications.