Research Article

Predicting the actual use of artificial intelligence features of Apple Vision Pro using PLS-SEM

Rana Saeed Al-Maroof 1 , Ragad M. Tawafak 2 , Waleed Mugahed Al-Rahmi 3 * , Khadijah Amru Alhashmi 4 , Ibrahim Yaussef Alyoussef 5
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1 Department of English Language & Linguistics, Al Buraimi University College, Al Buraimi, OMAN2 Department of Information Technology, Al Buraimi University College, Al Buraimi, OMAN3 Department of Management Information System, College of Business Administration, Dar Al Uloom University, Riyadh SAUDI ARABIA4 Department of Educational Policies, College of Education, Umm Al- Qura University, Mecca, SAUDI ARABIA5 Education Technology, Faculty of Education, King Faisal University, Al-Ahsa 31982, SAUDI ARABIA* Corresponding Author
Contemporary Educational Technology, 17(3), July 2025, ep580, https://doi.org/10.30935/cedtech/16208
Published Online: 27 March 2025, Published: 01 July 2025
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ABSTRACT

Despite the spread of artificial intelligence (AI) tools and applications, the Apple Vision Pro (AVP) stands out for its innovative features compared to other types of wearable technology. Moreover, traditional glasses have been deficient in incorporating many AI innovations that could enhance user experiences and pose new challenges. In response to these innovative aspects, this study aims to develop a theoretical model by integrating constructs from the expectation confirmation model (ECM) (expectation confirmation and satisfaction [SAT]) and aspects from the Uses and Gratifications (U&G) theory. The perceived human likeness of AI mediates the model. This study focuses on the educational domain, aiming to assess how this technology enhances the academic environment and improves learning outcomes. The method used was a survey distributed among 134 participants from Al Buraimi University College, Oman, for two departments: English, linguistics, and information technology. The study consists of seven hypotheses to emphasize the conceptual model. The findings significantly impact predicting the actual use (AU) of AI features of AVP, indicating that users’ expectations and SAT play a pivotal role in technology adoption and are closely linked to the variable human likeness. Similarly, factors such as entertainment value, informativeness, and the lack of web irritations significantly influence technology adoption and are associated with the human likeness variable. However, Informativeness gratification failed to pass the proposal and showed a negative indicator for predicting the AU of AI. The implications drawn from these results suggest that educational institutions should tailor their courses and curricula to promote the effective use of AI.
Keywords: Apple Vision Pro, vision, ECM, U&G theory, human likeness

CITATION (APA)

Al-Maroof, R. S., Tawafak, R. M., Al-Rahmi, W. M., Alhashmi, K. A., & Alyoussef, I. Y. (2025). Predicting the actual use of artificial intelligence features of Apple Vision Pro using PLS-SEM. Contemporary Educational Technology, 17(3), ep580. https://doi.org/10.30935/cedtech/16208

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