Augmented reality apps are a novel technology in e-learning that enhances students' learning faster in virtual classrooms. Since the start of the COVID-19 pandemic, traditional teaching mechanisms pushed back due to the quick spread of Coronavirus disease. This study investigates university students' intention towards e-learning through augmented reality app during the COVID-19 pandemic in Pakistan. This study presented a conceptual model based on the theory of planned behaviour that examines university students' beliefs and their intention to opt for augmented reality app subject to e-learning of coursework. Structural equation modelling was applied to analyse data from 133 university students in Pakistan. The study findings indicated that the theory of planned behaviour explained university students' acceptance of e-learning through augmented reality apps, where attitude and behavioural control significantly influenced their intention to adopt augmented reality apps for e-learning; hence, subjective norm showed insignificant results. The results acknowledge the modern way of teaching via augmented reality apps by university students.