| Summary: | This study investigates the fusion of augmented reality (AR) and body painting as a novel concept for artistic expression. By combining the immersive capabilities of AR with the creative potential of body painting, this research explores individuals' perceptions and attitudes towards this innovative artistic approach from an HCI perspective. Drawing upon the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), the study examines the factors influencing individuals' acceptance and intention to engage in AR-integrated body painting. Additionally, the research explores the mediating role of artistic expression in understanding the impact of these factors on the actual outcomes of this merged concept. A sample of 212 respondents participated in an online survey to accomplish the research objectives. The survey comprehensively measured participants' perceptions of innovativeness, social system support, perceived usefulness, perceived ease of use, artistic expression, and behavioral intention towards AR-integrated body painting. Rigorous data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the intricate relationships between the variables. The findings underscore the significant impact of factors such as Innovativeness, social system support, perceived usefulness, and perceived ease of use on individuals' acceptance and intention to engage in AR-integrated body painting from an HCI perspective. Moreover, the study reveals the mediating role of artistic expression in connecting these influential factors with the actual outcomes of this merged concept. These empirical insights substantially contribute to our understanding of the fundamental mechanisms driving the adoption and utilization of AR in artistic practices, particularly within the domain of body painting, from both an artistic and HCI standpoint. © 2023, Science and Information Organization. All Rights Reserved.
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