資訊管理學報
洪新原;洪幼力;劉晴;
頁: 341-375
日期: 2020/07
摘要: 在金融科技應用的衝擊下，傳統金融機構面臨全新的改革，隨著人工智慧的發展與應用，顛覆了許多傳統的觀念，理財機器人即為金融科技服務中最受矚目的應用領域之一，理財機器人是一個數位平台，透過線上問卷的調查，了解顧客的財務狀況、風險偏好、預計投資期限、偏好的投資方式等，提供符合顧客需求的投資組合之建議。除了提供投資建議外，理財機器人其服務的內容也包含投資組合再平衡，當投資組合調整時，無須等待像傳統交易中的轉換工作日，可更靈活的調配比例。而在推行理財機器人之服務時，又以民眾的使用意願為成功的關鍵因素，故本研究主要目的為探討分析哪些因素會影響顧客使用理財機器人的態度，進而影響使用意圖。本研究以態度三元模式作為研究架構，加入Bem（1972）的自我知覺理論，透過網路問卷調查蒐集資料，研究變數包括：理財涉入程度、理財攸關性、信任、個人創新、知覺價值、知覺風險、娛樂性、社會存在感、相容性、過去相似經驗、使用態度與使用意圖等12個變數，共73題問項，而調查對象為年滿20歲之一般民眾。本研究問卷共回收287份有效問卷，研究結果顯示，影響顧客對於理財機器人之使用意圖的關鍵因素為知覺價值、信任、社會存在感、娛樂性及相容性等。最後，本研究亦提出建議給予學術界及實務界參考。
關鍵字: 金融科技;理財機器人;影響因素;使用意圖;態度三元論;
Abstract: Purpose-Robo-advisor is one of the most popular applications in FinTech services. With the advent of technology, big data and artificial intelligence have changed the way of traditional financial services operations, which relied heavily on financial specialists' supervision in the past. This study aims at examining the factors that influence the customers' Robo-advisor acceptance. Design/methodology/approach-This study developed a research model based on the Model of Attitude and the Self-Perception Theory. A total of 287 usable responses were collected from a Web survey representing a response rate of 77.57%. This study used Smart PLS 3.0 software to test the research model. Findings-The results have shown that the key factors that affect customer acceptance of Robo-advisor are perceived value, trust, social presence, playfulness, and compatibility. Research limitations/implications-The study excluded non internet user. The majority of the respondents in this study were aged between 20 and 39 years. Thus, the results may not be appropriate to generalized for other age groups. Practical implications-The results showed that ＂perceived value＂ was the most critical factor affecting customer acceptance of Robo-advisor. Thus, when designing a Robo-advisor, cognitive factors such as service cost, the value brought by cost and time, quality and functional design and physical display of the Robo-advisor should be taken into account. Customers will develop a sense of trust and presence toward the Roboadvisor and further to attract more prospective customers to trial. Originality/value - Previous studies focused on discussing the differences between Robo-advisor and traditional financial services advisor or discussing the credibility of the functions provided by Robo-advisor. Thus, this study aims to fill this gap by examining factors that indirectly influence the intention to use Robo-advisor through attitude.
Keywords: FinTech;financial Robo-advisor;influencing factor;intention to use;model of attitude;
瀏覽次數: 16622 下載次數: 2180
引用 導入Endnote
頁: 341-375
日期: 2020/07
摘要: 在金融科技應用的衝擊下，傳統金融機構面臨全新的改革，隨著人工智慧的發展與應用，顛覆了許多傳統的觀念，理財機器人即為金融科技服務中最受矚目的應用領域之一，理財機器人是一個數位平台，透過線上問卷的調查，了解顧客的財務狀況、風險偏好、預計投資期限、偏好的投資方式等，提供符合顧客需求的投資組合之建議。除了提供投資建議外，理財機器人其服務的內容也包含投資組合再平衡，當投資組合調整時，無須等待像傳統交易中的轉換工作日，可更靈活的調配比例。而在推行理財機器人之服務時，又以民眾的使用意願為成功的關鍵因素，故本研究主要目的為探討分析哪些因素會影響顧客使用理財機器人的態度，進而影響使用意圖。本研究以態度三元模式作為研究架構，加入Bem（1972）的自我知覺理論，透過網路問卷調查蒐集資料，研究變數包括：理財涉入程度、理財攸關性、信任、個人創新、知覺價值、知覺風險、娛樂性、社會存在感、相容性、過去相似經驗、使用態度與使用意圖等12個變數，共73題問項，而調查對象為年滿20歲之一般民眾。本研究問卷共回收287份有效問卷，研究結果顯示，影響顧客對於理財機器人之使用意圖的關鍵因素為知覺價值、信任、社會存在感、娛樂性及相容性等。最後，本研究亦提出建議給予學術界及實務界參考。
關鍵字: 金融科技;理財機器人;影響因素;使用意圖;態度三元論;
Factors Influencing Customer Use of Financial Robo-Advisor
Abstract: Purpose-Robo-advisor is one of the most popular applications in FinTech services. With the advent of technology, big data and artificial intelligence have changed the way of traditional financial services operations, which relied heavily on financial specialists' supervision in the past. This study aims at examining the factors that influence the customers' Robo-advisor acceptance. Design/methodology/approach-This study developed a research model based on the Model of Attitude and the Self-Perception Theory. A total of 287 usable responses were collected from a Web survey representing a response rate of 77.57%. This study used Smart PLS 3.0 software to test the research model. Findings-The results have shown that the key factors that affect customer acceptance of Robo-advisor are perceived value, trust, social presence, playfulness, and compatibility. Research limitations/implications-The study excluded non internet user. The majority of the respondents in this study were aged between 20 and 39 years. Thus, the results may not be appropriate to generalized for other age groups. Practical implications-The results showed that ＂perceived value＂ was the most critical factor affecting customer acceptance of Robo-advisor. Thus, when designing a Robo-advisor, cognitive factors such as service cost, the value brought by cost and time, quality and functional design and physical display of the Robo-advisor should be taken into account. Customers will develop a sense of trust and presence toward the Roboadvisor and further to attract more prospective customers to trial. Originality/value - Previous studies focused on discussing the differences between Robo-advisor and traditional financial services advisor or discussing the credibility of the functions provided by Robo-advisor. Thus, this study aims to fill this gap by examining factors that indirectly influence the intention to use Robo-advisor through attitude.
Keywords: FinTech;financial Robo-advisor;influencing factor;intention to use;model of attitude;
瀏覽次數: 16622 下載次數: 2180
引用 導入Endnote