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

Matjaž Iršič

Matjaž Iršič

University of Maribor, Faculty of Economics and Business, Department of MarketingMaribor, Slovenia
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Iršič, Matjaž
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Tomaž Gjergjek

Tomaž Gjergjek

University of Maribor, Faculty of Economics and Business, Department of MarketingMaribor, Slovenia
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Gjergjek, Tomaž
  
May 23, 2025
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Published Online: May 23, 2025
Page range: 138 - 157
Received: Jan 16, 2025
Accepted: Mar 22, 2025
DOI: https://doi.org/10.2478/orga-2025-0009
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© 2025 Matjaž Iršič et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Language:
English
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Journal Subjects:
Business and Economics, Business Management, Management, Organization, Corporate Governance
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