Data Privacy Protection, Perceived Financial Risk, and Trust in Artificial Intelligence as Determinants of Smart Device Brand Purchase Intention: The Moderating Role of Digital Literacy

Veljko Sinanović; Жаклина Спалевић; Аца Јовановић; Стефан Здравковић; Дејан Арсенијевић

doi:10.51738/kpolisa.2026.2r.ssjza

Autori

Veljko Sinanović Akreditaciono telo Crne Gore, Podgorica https://orcid.org/0009-0005-3135-6880
Жаклина Спалевић Univerzitet Singidunum Beograd, Fakultet za turistički I hotelijerski menadžment
Аца Јовановић Univerzitet Edukons Sremska Kamenica, Fakultet za projektni i inovacioni menadžment Beograd https://orcid.org/0000-0003-2284-5875
Стефан Здравковић MB Univerzitet Beograd, Poslovni i pravni fakultet https://orcid.org/0000-0002-0047-3356
Дејан Арсенијевић Univerzitet Edukons Sremska Kamenica, Fakultet za projektni i inovacioni menadžment https://orcid.org/0000-0002-0753-2638

DOI:

https://doi.org/10.51738/kpolisa.2026.2r.ssjza

Ključne reči:

Veštačka inteligencija, zaštita privatnosti podataka, percipirani finansijski rizik, digitalna pismenost, brendovi pametnih uređaja, namera kupovine

Apstrakt

Sve intenzivnija primena veštačke inteligencije u pametnim uređajima donosi brojne koristi potrošačima,
ali istovremeno povećava značaj pravne zaštite privatnosti podataka i sigurnosti njihovih ličnih informacija.
U tom kontekstu, cilj ovog rada je da ispita uticaj percepcije zaštite privatnosti podataka, percipiranog
finansijskog rizika i poverenja u veštačku inteligenciju u nameri kupovine brendova pametnih uređaja.
Pored toga, digitalna pismenost analizirana je kao moderirajuća varijabla u odnosima između svih
nezavisnih varijabli i namere kupovine. Empirijsko istraživanje sprovedeno je u Srbiji početkom 2026.
godine na uzorku od 242 ispitanika primenom strukturisanog upitnika. Za testiranje predloženog
konceptualnog modela korišćen je parcijalni model strukturnih jednačina (PLS-SEM) u softveru SmartPLS
4. Rezultati istraživanja potvrdili su da percepcija efikasne pravne zaštite privatnosti podataka i poverenje
u veštačku inteligenciju ostvaruju statistički značajan pozitivan uticaj na nameru kupovine brendova
pametnih uređaja, dok percipirani finansijski rizik ima statistički značajan negativan uticaj. Takođe,
potvrđeno je da digitalna pismenost značajno moderira odnose između zaštite privatnosti podataka,
percipiranog finansijskog rizika i poverenja u veštačku inteligenciju, s jedne strane i namere kupovine
brendova pametnih uređaja s druge strane. Rad daje doprinos kroz integrisanje pravnih, ekonomskih i
tehnoloških determinanti u jedinstven model ponašanja potrošača i ukazuje da razvoj pouzdanog pravnog
okvira za zaštitu privatnosti podataka, što predstavlja jedan od ključnih preduslova za prihvatanje proizvoda
zasnovanih na veštačkoj inteligenciji.

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