運用分析層級程序法建立機器人理財平台選擇之關鍵因素層級架構

2008年金融海嘯後，投資失利的人們開始對傳統理專產生不信任感，隨著科技進步日新月異，科技已經融入人們的生活裡，機器人理財顧問騰空問世，主打投資價格低與低投資門檻吸引沒有投資經驗的民眾，現今機器人理財平台業者種類繁多，彼此也競爭激烈。本研究將探討影響民眾選擇機器人理財的相關因素，在許多不同影響因素的考量之下，使該問題成為一個多準則決策議題。因此本研究擬運用分析層級程序法歸納出影響民眾選擇機器人理財的因素分為機器人理財系統、個人因素、理財成本、機器人理財成效等四大構面，探討因素的影響，並建立因素層級架構。研究對象為有使用過或有意願使用機器人理財經驗的民眾找出影響其選擇機器人理財的因素。研究結果亦可幫助機器人理財平台之業者、政府機關及學者參考。

關鍵字

機器人理財；分析層級程序法；多準則決策

並列摘要

After the 2008 financial crisis, people who encountered investment failure began to distrust traditional financial advisors. Following the continually advancing technologies and integration of technologies in daily life, robo-advisors have become an available option. The low investment prices and thresholds appeal to people with zero investment experience. Currently, various types of Robo-advisors have aroused intense competition. This study explores the factors influencing people’s selection of robo-advisors. As multiple influential factors are considered, identification of the influential factors becomes a multicriteria decision-making problem. Therefore, this study uses the analytic hierarchy process method to summarize factors influencing people’s selection of robo-advisors. The factors are categorized into four dimensions, namely Robo-advisor systems, personal factors, financial cost, and robo-advisor effectiveness, for investigation of their influence levels and establishment of a hierarchical structure. People who have used or are willing to use robo-advisors are recruited as participants to identify the factors influencing their selection of robo-advisors. The research results also help the future development of the robo-advisor platform operators, government agencies and scholars.