Hedonic and Utilitarian Motivations of Social AR Filters Usage

This research paper studies whether social media users have both utilitarian and hedonic motivations to use AR filters. The Technology Acceptance Model extended with perceived enjoyment is used as the theoretical framework to analyse user acceptance and usage of AR technology on social media. The questionnaires were distributed to a sample of social media users (n=186) to acquire data regarding hedonic motivation and utilitarian motivation behind the usage of AR filters. More specifically, data about perceived usefulness, perceived ease of use, and perceived enjoyment were acquired. In the end, the data was analysed to understand what is the relationship between these concepts and what is their impact on actual usage. The results of this study provide insights into the motivations that lie behind the usage of social AR filters, which can be useful for AR filter developers and academic researchers who study the implications of emerging technologies on social media. It will also provide information for the advertisers who are interested in using AR filters as a marketing tool.