Exploring the Introduction of Robo Advisors to Financial Market Based on the Technology Acceptance Model

• Main Authors: Ling-Heng Chou, 周令珩
• Other Authors: Patrick S Chen
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/wdtybn

碩士 === 大同大學 === 資訊經營學系(所) === 106 === In 2017, Fintech blew up on the world. The Financial Supervisory Commission finally approved the launch of “automated investment advisory services”. Several operators have invested in this field in the past half year. The main objective of this study is how to look at this new service from the investors’ perspective. The study is made based on the Technology Acceptance Model in combination with the Theory of Reasoned Action. We design questionnaires to explore risk awareness, transaction cost and system quality of the user. The result will demonstrate the acceptance of robo-advisor introduced to the financial market. We conduct descriptive statistics, reliability analysis, validity analysis, and regression analysis in this study. The results would help operators to promote robo-advisors. It is suggested that, first of all, the simplification of the system operation would increase the willingness of consumers to use the system. In addition, there is a need to redesign the process to reduce transaction costs as consumers have a strong appeal to save time and money. Lastly, a stable and secure system is of great importance because consumers are susceptible to any risk. The result provides a reference for financial industry to effectively promote robo-advisor service.