The Influence of Benefits and Trust on Consumers’ Attitudes towards Artificial Intelligence: The Moderating Role of Threats Cover

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The Influence of Benefits and Trust on Consumers’ Attitudes towards Artificial Intelligence: The Moderating Role of Threats

Volume 58 (2025): Issue 2 (May 2025)

By: Matjaž Iršič and Tomaž Gjergjek

Open Access

|May 2025

Authors

Matjaž Iršič

matjaz.irsic@um.si

University of Maribor, Faculty of Economics and Business, Department of Marketing, Maribor, Slovenia

Tomaž Gjergjek

tomaz.gjergjek@student.um.si

University of Maribor, Faculty of Economics and Business, Department of Marketing, Maribor, Slovenia

DOI: https://doi.org/10.2478/orga-2025-0009 | Journal eISSN: 1581-1832 | Journal ISSN: 1318-5454

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Language: English

Page range: 138 - 157

Submitted on: Jan 16, 2025

Accepted on: Mar 22, 2025

Published on: May 23, 2025

Published by: University of Maribor

In partnership with: Paradigm Publishing Services

Publication frequency: 4 issues per year

Keywords:

Artificial intelligence (AI),

Consumer attitudes,

Perceived AI-related threats,

Perceived benefits of intelligent service robots (ISR),

Perceived consumer trust

Related subjects:

Business and economics,

Business management,

Management, organization, corporate governance

© 2025 Matjaž Iršič, Tomaž Gjergjek, published by University of Maribor
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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