使用者採用理財機器人創新抵制因素之研究

An exploratory study on investors resist the innovation of Robo-advisor

徐嫈婷(Ying-Ting Hsu)

指導教授 ： 吳錦波

淡江大學/商管學院/資訊管理學系碩士在職專班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00641

摘要

金融科技的發展，將金融服務和資訊科技進行結合，衍生出提供投資理財和資產配置服務的理財機器人。理財機器人為財富管理市場帶來巨大變革也創造出了新的商業模式，在臺灣，理財機器人尚處於初期發展階段，市場空間極大，具有廣大商機和機會，且臺灣金融監理機關也強力支持該項業務之發展。
多數學者對於理財機器人之研究，皆是以正向觀點進行探討，因此，本研究旨在指出使用者對於理財機器人採用抵制因素，並找出哪些是需要克服的障礙，提供理財機器人服務提供業者在擬定推廣或行銷策略、提升理財機器人的使用率等議題上有所貢獻。
本研究透過網路問卷調查方式，並以SmartPLS3.0為統計分析工具，研究架構以創新抵制理論為基礎，抗拒改變和產品涉入為使用者抵制採納前階段行為。研究結果顯示，價值障礙和傳統障礙是使用者採用理財機器人創新抵制重要因素，而抗拒改變對創新抵制的功能性障礙和心理性障礙均會使使用者採用理財機器人產生正向影響，另外，產品涉入對創新抵制的功能性障礙和心理性障礙均會使使用者採用理財機器人產生負向影響。

關鍵字

金融科技 ； 理財機器人 ； 創新抵制 ； 抗拒改變 ； 產品涉入

並列摘要

With the development of Fintech, financial services and information technology are combined to generate a Robo-adviser that provides investment and financial planning and asset allocation services. Robo-adviser not only can be regarded as a massive change, but also create a new business model in the wealth management market. In Taiwan, as Robo-adviser is still in its early stage of development, there is huge room in this market and a large number of business opportunities. Moreover, the development of this business has obtained strong support from the Taiwan Financial Supervision Authority.
Most scholars discuss research on Robo-adviser from the positive point of view and therefore, the purpose of this research is pointing out the factors why investors resist the adoption of Robo-adviser. Moreover, this research has dedicated itself to some issues that find out which obstacles need to be overcome, providing Robo-adviser services, providing mapping out promotion or marketing strategies for financial operators, increasing the use of Robo-adviser and so on.
This research adopts the method of an online questionnaire survey and employs SmartPLS3.0 as the statistical analysis tool. The framework is based on Innovation Resistance Theory, and Resistance to Change and Personal Involvement Inventory are two behaviors of investors in the stage before resistance to adoption. The results show that the Value barrier and Tradition barrier are two material factors for investors with innovation resistance to adopting Robo-adviser. While resistance to change to the functional disturbance and the psychogenic disorder of innovation resistance will have a positive impact on investors' adoption of Robo-adviser, the personal involvement inventory to the functional disturbance and the psychogenic disorder of innovation resistance will have a negative impact on investors' adoption of Robo-adviser.

並列關鍵字

Fintech ； Robo-advisor ； Innovation Resistance ； Resistance to Change ； Personal Involvement Inventory

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