Artificial Intelligence, Innovativeness, and Country-of-Origin Image as Drivers of High-Tech Product Choice: The Moderating Role of Product Customization
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Abstract
The rapid development of high-technology markets has intensified the need for a deeper understanding of the factors influencing consumers’ purchasing decisions regarding technologically advanced products. This study examines the effects of artificial intelligence, consumer innovativeness, and country-of-origin image on the choice of high-tech products, with a particular focus on computers and mobile phones. In addition, the study investigates the moderating role of product customization, conceptualized as consumers’ perceived opportunities to adapt product features and functionalities to their individual preferences. The empirical research was conducted in the Republic of Serbia from January to April 2026 on a sample of 549 respondents, using a structured questionnaire administered through both online and in-person channels. Data were analyzed using covariance-based structural equation modeling (CB-SEM) in AMOS 24, with gender, age, and education included as demographic control variables. The results indicate that artificial intelligence, consumer innovativeness, and country-of-origin image are positively and statistically significantly associated with high-tech product choice, while these relationships remain significant after accounting for demographic controls. Product customization also exhibits a positive direct association with high-tech product choice and significantly strengthens the relationships between each of the three focal predictors and high-tech product choice. The study contributes to a better understanding of high-tech consumer behavior by jointly examining technological, individual, and country-related factors and by providing additional empirical evidence on the moderating role of perceived product customization. From a managerial standpoint, the findings suggest that firms operating in high-technology industries may benefit from combining favorable perceptions of AI-enabled functionality, innovation-oriented positioning, and country-of-origin image with opportunities for consumers to adapt product features and functionalities to their preferences.
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