ADOPTION OF AI-POWERED FOOD DELIVERY PLATFORMS IN THE REPUBLIC OF SERBIA

Jelena Šiđanski

doi:10.59267/ekoPolj260197S

Authors

Jelena Šiđanski Faculty of Economics in Subotica, University of Novi Sad, Dr Sime Miloševića 16, 21000 Novi Sad, Serbia https://orcid.org/0009-0008-0780-9538

DOI:

https://doi.org/10.59267/ekoPolj260197S

Keywords:

AI-powered Platforms, Food Delivery Platforms, Stimulus – Organism – Response Framework, Task – Technology Fit, Emotional Trust

Abstract

With the rapid growth of AI technologies, understandingfactors driving user adoption of AI-powered platformsis increasingly important. This study investigates factorsinfluencing the adoption of AI-powered food deliveryplatforms by integrating the Stimulus–Organism–Response framework with Task–Technology Fit theory.Primary research was conducted through a structuredquestionnaire in May 2024 in the Republic of Serbia,collecting data on communicative competence, technologyand task characteristics, perceived intelligence, socialinfluence, anthropomorphism, emotional trust, and task–technology fit. Structural equation modeling tested thehypothesized relationships. Results indicate that bothtask–technology fit and emotional trust significantlyinfluence adoption intention. The findings highlight thecritical roles of emotional trust and effective alignmentbetween technology and user tasks in facilitating adoptionof AI platforms in emerging markets. It is recommendedthat platform providers enhance AI transparency and builduser trust. Additional descriptive data reveal moderate AIfamiliarity among respondents, indicating potential forfurther user education.

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