| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 107 === Emerging financial services continue to challenge traditional financial thinking. With the development of artificial intelligence, machine learning, and the application of big data technology, Fintech change constants innovation at tremendous speed. It has revolutionized the financial industry and consumer behavior patterns.
In recent years, the proportion of consumers and money invested through financial robots has steadily increased. Many consumers replace traditional human management services with Robo-Advisors. Time can be saved in investment strategy and decision making with the characteristics of Robo-Advisors, more comprehensive and timely investment and wealth management information can be obtained through Robo-Advisors.
However, with an innovative service model, consumer acceptance is a necessary condition for successful new services. Therefore, the purpose of this study is to identify the key factors affecting consumers' adoption of financial services robots. For the purpose of this study, this study conducted a questionnaire survey, based on the Technology Acceptance Model theory as the research infrastructure, and added the personal innovativeness, personality traits and resistance to change as external variables in an attempt to understand respondents’ preference for Robo-Advisors.
The data analysis results show that consumers' behaviors of using financial robots for financial services are quite high. The three external variables for consumer personality traits are all significant. Therefore, it is recommended that the banking industry or financial services institutions should accelerate the introduction of financial robots, thereby improving the level of financial management services.
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