FINANSIJSKA PISMENOST U DIGITALNOJ ERI: ANALIZA ZNANJA I NAVIKA KORISNIKA / FINANCIAL LITERACY IN THE DIGITAL ERA: ANALYSIS OF USER KNOWLEDGE AND HABITS

Abstract

The modern digital environment has significantly changed the way individuals manage money, make financial decisions and use financial services. The development of mobile banking, online payments, digital investment platforms and financial technologies has led to greater availability of financial products, but at the same time has increased the need for a higher level of financial literacy. In such conditions, the ability to understand financial concepts, assess risks and responsibly manage personal finances is becoming a key competency of the modern consumer. The aim of the paper is to analyze the level of financial literacy in the digital environment, with a special focus on the knowledge, attitudes and habits of consumers when using digital financial services. The research will include examining the respondents' awareness of basic financial concepts, the frequency of use of digital financial tools, as well as their ability to make rational financial decisions in an online environment. In the empirical part of the paper, it is planned to conduct a survey among citizens of different age and educational structures. The collected data will be analyzed using descriptive statistics and comparative analysis, in order to identify key factors that influence the level of financial literacy in the digital era. The research results can contribute to a better understanding of consumer financial behavior in the digital environment, and indicate the need for improved education in the field of financial literacy. The work can serve as a basis for the creation of educational programs and public policies aimed at the responsible use of digital financial services.