题名

影響顧客使用理財機器人之因素

并列篇名

Factors Influencing Customer Use of Financial Robo-Advisor

作者

洪新原(Shin-Yuan Hung)；洪幼力(Yu-Li Hung)；劉晴(Ching Liu)

关键词

金融科技 ； 理財機器人 ； 影響因素 ； 使用意圖 ； 態度三元論 ； FinTech ； financial Robo-advisor ； influencing factor ； intention to use ； model of attitude

期刊名称

資訊管理學報

卷期/出版年月

27卷3期（2020 / 07 / 31）

页次

341 - 375

内容语文

繁體中文
中文摘要

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。
英文摘要

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.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 管理學
参考文献
  1. Agarwal, R.,Prasad, J.(1998).A conceptual and operational definition of personal innovativeness in the domain of information technology.Information Systems Research,9(2),204-215.
  2. Alalwan, A.A.,Dwivedi, Y.K.,Rana, N.P.(2017).Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust.International Journal of Information Management,37(3),99-110.
  3. Al-Somali, S.A.,Gholami, R.,Clegg, B.(2009).An investigation into the acceptance of online banking in Saudi Arabia.Technovation,29(2),130-141.
  4. Arcand, M.,PromTep, S.,Brun, I.,Rajaobelina, L.(2017).Mobile banking service quality and customer relationships.International Journal of Bank Marketing,35(7),1068-1089.
  5. Bashir, I.,Madhavaiah, C.(2015).Consumer attitude and behavioural intention towards Internet banking adoption in India.Journal of Indian Business Research,7(1),67-102.
  6. Bem, D.J.(1972).Self-perception theory.Advances in Experimental Social Psychology,6,1-62.
  7. Blackwell, R.D.,Miniard, P.W.,Engel, J.F.(2000).Consumer Behavior.Cincinnati, OH, USA:South-Western College Publishing.
  8. Boateng, H.,Adam, D.R.,Okoe, A.F.,Anning-Dorson, T.(2016).Assessing the determinants of internet banking adoption intentions: A social cognitive theory perspective.Computers in Human Behavior,65,468-478.
  9. Bradley, R.,Pridmore, J.L.,Byrd, T.A.(2006).Information systems success in the context of different corporate cultural types: An empirical investigation.Journal of Management Information Systems,23(2),267-294.
  10. Corona, C.,Nan, L.,Zhang, G.(2014).Accounting information quality, interbank competition, and bank risk-taking.The Accounting Review,90(3),967-985.
  11. Cronin, J.J., Jr,Brady, M.K.,Hult, G.T.M.(2000).Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments.Journal of Retailing,76(2),193-218.
  12. Cyr, D.(2008).Modeling web site design across cultures: Relationships to trust, satisfaction, and e-loyalty.Journal of Management Information Systems,24(4),47-72.
  13. Dash, S.,Saji, K.B.(2008).The role of consumer self-efficacy and website social-presence in customers' adoption of B2C online shopping: An empirical study in the Indian context.Journal of International Consumer Marketing,20(2),33-48.
  14. Davis, F.D.,Bagozzi, R.P.,Warshaw, P.R.(1989).User acceptance of computer technology: A comparison of two theoretical models.Management Science,38(8),982-1003.
  15. De Kerviler, G.,Demoulin, N.T.M.,Zidda, P.(2016).Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers.Journal of Retailing and Consumer Services,31,334-344.
  16. DeLone, W.H.,McLean, E.R.(1992).Information systems success: The quest for the dependent variable.Information Systems Research,3(1),60-95.
  17. Eagly, A.H.,Chaiken, S.(1993).The Psychology of Attitudes.New York, NY, USA:Harcourt Brace Jovanovich College Publishers.
  18. Fisch, J.E. and Turner, J.A. (2017), ‘Robo advisers vs. humans: Which make the better financial advisers’, Working Paper, University of Pennsylvania, Philadelphia, PA, USA.
  19. Gefen, D.,Karahanna, E.,Straub, D.W.(2003).Trust and TAM in online shopping: An integrated model.MIS Quarterly,27(1),51-90.
  20. Gefen, D.,Straub, D.(2003).Managing user trust in B2C e-services.e-Service Journal,2(2),7-24.
  21. Giannakis-Bompolis, C.,Boutsouki, C.(2014).Customer relationship management in the era of social web and social customer: An investigation of customer engagement in the Greek retail banking sector.Procedia - Social and Behavioral Sciences,148,67-78.
  22. Gilad, B.(Ed.),Kaish, S.(Ed.)(1986).Handbook of Behavioral Economics: Behavioral Microeconomics.
  23. Ha, K.H.,Canedoli, A.,Baur, A.W.,Bick, M.(2012).Mobile banking - insights on its increasing relevance and most common drivers of adoption.Electronic Markets,22(4),217-227.
  24. Hair, J.F.,Black, W.C.,Babin, B.J.,Anderson, R.E.(2009).Multivariate Data Analysis.Englewood Cliffs, NJ, USA:Prentice Hall.
  25. Hanafizadeh, P.,Behboudi, M.,Koshksaray, A.A.,Tabar, M.J.S.(2014).Mobile-banking adoption by Iranian bank clients.Telematics and Informatics,31(1),62-78.
  26. Hernandez, J.M.,Mazzon, A.J.J.(2007).Adoption of internet banking: Proposition and implementation of an integrated methodology approach.International Journal of Bank Marketing,25(2),72-88.
  27. Hirunyawipada, T.,Paswan, A.K.(2006).Consumer innovativeness and perceived risk: Implications for high technology product adoption.Journal of Consumer Marketing,23(4),182-198.
  28. Ho, S.H.,Ko, Y.Y.(2008).Effects of self-service technology on customer value and customer readiness: The case of Internet banking.Internet Research,18(4),427-446.
  29. Hong, S.,Tam, K.(2006).Understanding the adoption of multipurpose information appliances: The case of mobile data service.Information Systems Research,17,162-179.
  30. Hsieh, S.H.,Tseng, T.H.(2017).Playfulness in mobile instant messaging: Examining the influence of emoticons and text messaging on social interaction.Computers in Human Behavior,60,405-414.
  31. Hsu, C.L.,Lin, J.C.C.(2016).Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention.Technological Forecasting and Social Change,108,42-53.
  32. Hsu, C.L.,Lin, J.C.C.(2015).What drives purchase intention for paid mobile apps? – An expectation confirmation model with perceived value.Electronic Commerce Research and Applications,14(1),46-57.
  33. Jaruwachirathanakul, B.,Fink, D.(2005).Internet banking adoption strategies for a developing country: The case of Thailand.Internet Research,15(3),295-311.
  34. Jarvenpaa, S.L.,Todd, P.A.(1996).Consumer reactions to electronic shopping on the World Wide Web.International Journal of Electronic Commerce,1(2),59-88.
  35. Kim, G.,Shin, B.,Lee, H.G.(2009).Understanding dynamics between initial trust and usage intentions of mobile banking.Information Systems Journal,19(3),283-311.
  36. Klaus, P.(2013).The case of Amazon.com: Towards a conceptual framework of online customer service experience (OCSE) using the emerging consensus technique (ECT).Journal of Services Marketing,27(6),443-457.
  37. Koufaris, M.(2002).Applying the technology acceptance model and flow theory to online consumer behavior.Information Systems Research,13(2),205-223.
  38. Lam, J.W.(2016).Robo-Advisers: A Portfolio Management Perspective.New Haven, CT:Yale College.
  39. Lassar, W.,Manolis, C.,Lassar, S.(2005).The relationship between consumer innovativeness, personal characteristics, and online banking adoption.International Journal of Bank Marketing,23(2),176-199.
  40. Lean, O.K.,Zailani, S.,Ramayah, T.,Fernando, Y.(2009).Factors influencing intention to use e-government services among citizens in Malaysia.International Journal of Information Management,29(6),458-475.
  41. Lu, B.,Fan, W.,Zhou, M.(2016).Social presence, trust, and social commerce purchase intention: An empirical research.Computers in Human Behavior,56,225-237.
  42. Luo, X.,Li, H.,Zhang, J.,Shim, J.P.(2010).Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking services.Decision Support Systems,49(2),222-234.
  43. Malaquias, R.F.,Hwang, Y.(2016).An empirical study on trust in mobile banking: A developing country perspective.Computers in Human Behavior,54,453-461.
  44. Mantel, S.P.,Kardes, F.R.(1999).The role of direction of comparison, attribute-based processing, and attitude-based processing in consumer preference.Journal of Consumer Research,25(4),335-352.
  45. Martins, C.,Oliveira, T.,Popovič, A.(2014).Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application.International Journal of Information Management,34(1),1-13.
  46. Masood, Q.T.,Khaqan, Z.M.,Bashir, K.M.(2008).Customer acceptance of online banking in developing economics.Journal of Internet Banking and Commerce,13(1),1-9.
  47. Mbama, C.I.,Ezepue, P.O.(2018).Digital banking, customer experience and bank financial performance: UK customers’ perceptions.International Journal of Bank Marketing,36(2),230-255.
  48. Mohammadi, H.(2015).A study of mobile banking loyalty in Iran.Computers in Human Behavior,44,35-47.
  49. Montazemi, A.R.,Qahri-Saremi, H.(2015).Factors affecting adoption of online banking: A meta-analytic structural equation modeling study.Information and Management,52(2),210-226.
  50. Moon, J.W.,Kim, Y.G.(2001).Extending the TAM for a World-Wide-Web context.Information and Management,38(4),217-230.
  51. Park, E.,Baek, S.,Ohm, J.,Chang, H.J.(2014).Determinants of player acceptance of mobile social network games: An application of extended technology acceptance model.Telematics and Informatics,31(1),3-15.
  52. Park, J.Y.,Ryu, J.P.,Shin, H.J.(2017).How to manage portfolio by robo-advisor.Information,20(5B),3463-3470.
  53. Pavlou, P.A.,Liang, H.,Xue, Y.(2007).Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective.MIS Quarterly,31(1),105-136.
  54. Ponte, E.B.,Carvajal-Trujillo, E.,Escobar-Rodríguez, T.(2015).Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents.Tourism Management,47,286-302.
  55. Poortinga, W.,Steg, L.,Vlek, C.(2004).Values, environmental concern, and environmental behavior: A study into household energy use.Environment and Behavior,36(1),0-93.
  56. Qiu, L.,Benbasat, I.(2005).Online consumer trust and live help interfaces: The effects of text-to-speech voice and three-dimensional avatars.International Journal of Human-Computer Interaction,19(1),75-94.
  57. Rogers, E.M.(1995).Diffusion of Innovations: modifications of a model for telecommunications.Berlin:Springer.
  58. Shih, Y.Y.,Fang, K.(2004).The use of a decomposed theory of planned behavior to study Internet banking in Taiwan.Internet Research,14(3),213-223.
  59. Shneiderman, B.(1997).Designing the User Interface: Strategies for Effective Human-Computer Interaction.Boston, MA, USA:Addison-Wesley.
  60. Short, J.,Williams, E.,Christie, B.(1976).The Social Psychology of Telecommunications.New York, NY, USA:Wiley.
  61. Tertilt, M.,Scholz, P.(2018).To advise, or not to advise-How robo-advisors evaluate the risk preferences of private investors.The Journal of Wealth Management,21(2),70-84.
  62. Thakur, R.,Srivastava, M.(2014).Adoption readiness, personal innovativeness, perceived risk and usage intention across customer groups for mobile payment services in India.Internet Research,24(3),369-392.
  63. Tuominen, K.(1997).User-centered discourse: An analysis of the subject positions of the user and the librarian.The Library Quarterly,67(4),350-371.
  64. Wan, H. A.(2000).Opportunities to enhance a commercial website.Information and Management,38(1),15-21.
  65. Weisberg, J.,Te'eni, D.,Arman, L.(2011).Past purchase and intention to purchase in e- commerce: The mediation of social presence and trust.Internet Research,21(1),82-96.
  66. Wirtz, J.,Mattila, A.S.,Tan, R.L.(2000).The moderating role of target-arousal on the impact of affect on satisfaction—An examination in the context of service experiences.Journal of Retailing,76(3),347-365.
  67. Wu, L.Y.,Chen, K.Y.,Chen, P.Y.,Cheng, S.L.(2014).Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective.Journal of Business Research,67(1),2768-2776.
  68. Yang, H.,Yu, J.,Zo, H.,Choi, M.(2016).User acceptance of wearable devices: An extended perspective of perceived value.Telematics and Informatics,33(2),256-269.
  69. Yoon, C.(2010).Antecedents of customer satisfaction with online banking in China: The effects of experience.Computers in Human Behavior,26(6),1296-1304.
  70. Yoon, C.,Kim, S.(2009).Developing the causal model of online store success.Journal of Organizational Computing and Electronic Commerce,19(4),265-284.
  71. Zaichkowsky, J.L.(1985).Measuring the involvement construct.Journal of Consumer Research,12(3),341-352.
  72. Zeithaml, V.A.(1988).Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence.The Journal of Marketing,52(3),2-22.
  73. Zhou, T.(2012).Understanding users’ initial trust in mobile banking: An elaboration likelihood perspective.Computers in Human Behavior,28(4),1518-1525.
被引用次数
  1. 劉冠吾,邱紹群,林思賢(2022)。疫情能否讓AI投顧機器人與警察人員邂逅？。管理資訊計算，11(2)，165-178。
  2. 熊乃歡,胡亞平,邱紹群,王芊絡(2023)。疫情不焦慮長照機器人陪伴您？。管理資訊計算，12(1)，103-116。
print cancel