Exploring the AI-Powered Mobile Augmented Reality Acceptance Among Emirati Shoppers

K.A. Asraar Ahmed · V.S. Damodharan · Jhansini Mareddy · Sarayu Pachigolla · Sahithi Pamulapati · Priya L

4 citations0/0 files storedInternational Conference on Computational Intelligence and Knowledge Economy (ICCIKE)

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Augmented Reality Applications

Abstract

According to Statista (2025), the global number of AI-powered mobile augmented reality users is estimated to surpass 1.19 billion by the year 2028. The number of Augmented Reality (AR) users in the United Arab Emirates (UAE) is expected to reach 7 million by 2029. This study aims to identify the key factors influencing the adoption of mobile AI-powered AR among mobile shoppers in the UAE. This study extends the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) to the context of AI-powered mobile augmented reality shopping acceptance among Emirati shoppers. The questionnaires were distributed to mobile shoppers in the UAE who live in Dubai and Abu Dhabi. The 402 samples were collected. The data was analyzed using the PLS-SEM approach. The result analysis showed that all other variables significantly impacted AI-powered mobile AR shopping acceptance except for habit and effort expectancy. This study contributes to the literature of AI-powered AR applications in m-commerce. This study validates and extends the UTAUT2 model in the context of AR mobile shopping.

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