以認知、情感、行為三元態度理論探討影響使用機器人理財服務之因素

在人工智慧與大數據發展時代下且受到COVID-19疫情影響屬於金融科技裡一環的機器人理財服務應運而生。透過演算法提供消費者投資組合建議與以往理財專員相比，改善了許多傳統上的不便利性，提供快速及低門檻方式，深受投資人的喜愛。本研究透過態度理論三個不同層面探討消費者特性及資訊系統是否會影響使用機器人理財服務之因素，進而影響行為意圖。本研究採用SPSS與SmartPLS軟體為統計的分析工具針對問卷進行路徑分析。其收回221份有效問卷，分析驗證本研究之研究模型及設計構面具有足夠之信效度。根據研究結果顯示，以消費者特性及資訊系統分類確實有顯著上的影響其中對於消費者特性的「理財服務涉入度」及資訊系統中的「系統品質」、「資訊品質」均會有顯著影響消費者使用機器人理財服務。最後，根據研究結果提出學術面及實務面的貢獻，並期望對未來相關領域之研究有所幫助。

關鍵字

資訊系統；消費者特性；機器人理財服務；金融科技；態度理論

並列摘要

Under the rapid development of artificial intelligence and big data and the effects of the COVID-19 outbreak, fintech robo-advisors have attracted lot of research attention. Robo-advisors analyze financial information through big data and improve inconvenience comparing to financial commissioners. With the fast and low threshold approach, more and more investors use robo-advisors as the investment tool. This study examines what consumer characteristics and the factors of information systems might affect the use of Robo-advisors through three different dimensions of attitudinal theory. In this study, SPSS and SmartPLS software are used as the statistical analysis tools to conduct path analysis for the collected 221 valid questionnaires. The research model and the components of the study were analyzed and verified the reliability and validity. According to the results of the study, significant impacts are found and discussed in terms of consumer characteristics and information system classification. Among them, "financial services involvement", "system quality" and "information quality" of the information system have significant impacts on consumers' use of robotic financial services. Finally, based on the results of the study, the academic and practical contributions of this study are presented to help the future implementations of robo-advisors.