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Nowadays Augmented Reality (AR) is gradually adopted by even more individuals. Its ability to project various forms of digital information on the real world has created great prospects to stakeholders, especially to the mobile industry, and numerous smartphone users take advantage of AR features provided on mobile applications. Thus, academic community and the industry have eagerly tried to understand and anticipate how this quite new to the mass audience technology affects individuals’ perceptions, adoption intention and level of use. Thus, the scope of this empirical paper is to investigate user’s perceptions towards their behavioral intention to adopt a mobile AR app in shopping malls by analyzing their demographic characteristics. For this reason, the study utilizes the Unified Theory on Acceptance and Use of Technology (UTAUT) established by Venkatesh et al. in 2003 and focuses on university students. The results provide tangible insights to both academia and practitioners as the analysis of demographics reveal not only similarities, but also differences between examined features.

Investigating the Demographic Characteristics of University Students’ Perceptions towards Their Intention to Adopt a Mobile Augment Reality App for Entertainment and Shopping Purposes: A UTAUT Model Perspective