Faculty of Economics
Permanent URI for this communityhttps://repository.ukim.mk/handle/20.500.12188/9
Browse
2 results
Search Results
- Some of the metrics are blocked by yourconsent settings
Item type:Publication, MACHINE LEARNING FOR STRATEGIC AND OPERATIONAL DECISION-MAKING: A BIBLIOMETRIC PERSPECTIVE(University of Zenica, Faculty of Economics, 2025-09-30); ; Serafimovska, IvonaBesides being a buzzword, machine learning finds new areas of application in organizational decision-making processes by the day. We map the field's intellectual structure, thematic evolution, and application domains through a bibliometric analysis of 1,803 Web of Science and Scopus articles (1990-2024) to elucidate its strategic and operational roles. Six clusters, spanning risk modeling, predictive analytics, strategic intelligence, and human-centered AI, are revealed by co-authorship, keyword co-occurrence, and bibliographic coupling. The findings reveal a fragmented but methodologically diverse landscape, with algorithm adoption differing by decision type and industry. By connecting machine learning methods (like deep learning, natural language processing, and explainable AI) with decision functions (like forecasting, optimization, and classification), we can identify the situations in which machine learning has the biggest influence. We go beyond descriptive enumeration with our integration of conceptual and practical insights. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, WHEN RATIONALITY INSPIRES AND FATIGUE PERSISTS: UNDERSTANDING DRIVERS OF ONLINE PURCHASE INTENTION(Ss. Cyril and Methodius University in Skopje, Faculty of Economics-Skopje, 2025-12-30); ; Using the Stimulus-Organism-Response (S-O-R) framework, this study investigates the effects of digital fatigue and digital rationality on online purchase intention. Although these forces have been frequently examined separately in prior research, little is known about how they interact to influence consumer decision-making in digital contexts. Direct and indirect effects were tested using mediation models on survey data from 259 members of Generation Z. The results show an unexpected asymmetry. Without influencing attitudes, digital fatigue directly increases purchase intention, suggesting that tiredness can influence consumers to make quick, closure-focused decisions. Contrarily, digital rationality only impacts intention through attitudes, demonstrating that logical assessments result in positive perceptions, which in turn influence more robust purchase intentions. By showing that attitudes mediate selectively based on the stimulus, these findings enhance the theory of consumer behavior. The study offers a more comprehensive understanding of digital decision-making by incorporating dual-process accounts and resource depletion perspectives into the Stimulus-Organism-Response framework. The necessity for interfaces that provide clear information to consumers who are rationally oriented while reducing friction for weary users is highlighted by the practical implications.