臺灣博碩士論文加值系統

Financial industry has extended more eagerly to the FinTech revolution to attract new customers and maintain their competitive advantage than many of their customers. Robo-advisor, virtual website platform investment advisory, in particular provides many advantages for both financial industry and customers. However, investors’ adoption intention has been tardy until now. Despite many financial intermediaries are eager to develop their platform, people are not interested in this new service. Recent researchers propose that it perhaps due to mingle with low trust in financial industry, high anxiety of transparency and ordinary inability or reluctance to deal with investment questions. Evidence concerning people’s adoption intention of Robo-advisor is rare and needs more investigation.
This study applies questionnaire survey method to examine adoption intention of Robo-advisor. Our results from face-to-face 181 respondents show that investors’ trust is as important to Robo-advisor providers as the widely accepted TAM use-antecedents, perceived ease of use and perceived usefulness.
According to our survey, only 30% respondents have heard of Robo-advisor in Taiwan. We would like to suggest that Taiwan’s Robo-advisor providers should pay more attention to investors’ considerations, making good use of brand awareness advantage in promotion, improving the usability of Robo-advisor and building trust in investors’ mind, to increase Robo-advisor’s adoption intentions.

TABLE OF CONTENTS
COVER…………………………………………………………………………I
ABSTRACT……………………………………………………………………II
TABLE OF CONTENTS……………………………………………………...III
LIST OF TABLES……………………………………………………………...V
LIST OF FIGURES…………………………………………………………...VI
1. INTRODUCTION…………………………………………………………...1
1.1. Research Background…………………………………………………….1
1.2. Research Motivation……………………………………………………...3
1.3. Research Objectives………………………………………………………4
1.4. Research Limitations……………………………………………………..7
2. LITERATURE REVIEW, RESEARCH MODEL AND HYPOTHESES.9
2.1. TAM and Robo-advisor…………………………………………………10
2.2. The Importance of Trust in Robo-advisor Provider…………………….13
2.3. The Interaction between PEOU (perceived ease of use) and Trust……..16
3. RESEARCH METHODOLOGY………………………………………….18
3.1. Measurement Instruments (Questionnaires) Development …………….18
3.2. Pretest…………………………………………………………………...20
3.3. Pilot Study………………………………………………………………21
3.4. Final Survey…………………………………………………………….22
3.5. Primary Data……………………………………………………………23
3.6. Descriptive Statistics……………………………………………………24
3.7. Respondents’ Robo-advisor Utilizing Experience and Demographic Statistics…………………………………………………………………24
4. DATA ANALYSES AND RESULTS……………………………………..30
4.1. Methodology of Data Analysis…………………………………………30
4.2. Data Analysis for the Measurement Model…………………………….30
4.3. Data Analysis for the Structural Model………………………………...32
5. CONCLUSION……………………………………………………………..36
5.1. Research Answer………………………………………………………..36
5.2. Implications and Contributions………………………………………….37
REFERENCES………………………………………………………………...40
APPENDIX……………………………………………………………………..45
LIST OF TABLES

Table 2.1 Previous Conceptualization of TAM…………………………………11
Table 2.2 Previous Conceptualization of Trust ………………………………...13
Table 3.1 Summary of Robo-advisor Pretest SPSS Validity Analysis………….21
Table 3.2 Items Chosen for Pilot Study and Final Survey……………………...22
Table 3.3 Descriptive Statistics…………………………………………………24
Table 4.1 Construct Reliability and Validity……………………………………31
Table 4.2 Factor Loadings and Cross Loadings………………………………...32
Table 4.3 Structural Model Results……………………………………………..34

LIST OF FIGURES

Figure 1.1: The Age of the Tech Giants (in billion U.S. dollars)………………...5
Figure 1.2: The number of Taiwan Individuals Online in 2019 (measured in ten-thousand)…………………………………………………………….6
Figure 2.1: Research Model……………………………………………………..10
Figure 3.1: The Utilizing Experience with the Mentioned Robo-advisor………25
Figure 3.2: The Utilizing Experience with More Than One Robo-advisor……..26
Figure 3.3: Genders of Respondents…………………………………………….26
Figure 3.4: Ages of Respondents………………………………………………..27
Figure 3.5: Educations of Respondents…………………………………………28
Figure 3.6: Investment Experiences of Respondents……………………………29
Figure 4.1: Final Results………………………………………………………...33

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