探討理財機器人使用意願之影響因素 —以科技接受模型為基礎

隨著金融科技的發展，銀行透過網路蒐集整理財務相關的資訊，以提供投資者更有效率的服務，目前理財機器人在國內成長速度相較國外，還有許多的發展空間。理財機器人因自動化的服務，使得金融銀行可以降低成本，而對於投資者而言，低費用、低門檻等特性，都是吸引投資者的誘因，將資產透過理財機器人進行適當的配置。根據科技接受模型，本研究主要探討安全性、信任、隱私、相容性、個人創新與知覺價值對於理財機器人使用意願的影響。本研究共發放409份問卷，有效收回327份，有效回卷率為79.95%。本研究使用多元迴歸分析對研究架構進行路徑分析，結果顯示：安全性和隱私對於信任有正向影響力；安全性和信任對於相容性有正向影響力；信任、隱私和相容性對於知覺有用性與知覺易用性有正向影響力；知覺易用性對於知覺有用性有正向影響力；個人創新、知覺有用性與知覺易用性對於態度有正向影響力；最後，個人創新、知覺有用性與知覺易用性對於使用意願有正向影響力。

關鍵字

隱私；信任；安全性；科技接受模型；理財機器人；相容性；使用意願

並列摘要

With the development of financial technology, banks collect and organize financial-related information through the Internet to provide investors with more efficient services. Currently, wealth management robots in domestic have more potential than foreign countries. Wealth management robots enable financial banks to reduce costs due to automated services. For investors, low fees and low thresholds are all incentives to attract investors and users. Assets can be appropriately allocated through financial robots. Base on technology acceptance model, this study’s purpose is to mainly explore the impacts of security, trust, privacy, compatibility, personal innovativeness and perceived value on user’s usage intention of the robo-advisor. A total of 409 questionnaires were sample, a total of 327 responses were deemed usable for the analyses, a 79.95% usable response rate. The research framework was demonstrated by the path analysis of multiple regression analysis method. This study’s results are as follows: security and privacy positively affected trust, and security and trust positively affected compatibility, and trust, privacy and compatibility positively influenced PU and PEOU, and PEOU positively affected PU, and personal innovativeness, PU and PEOU positively affected attitude. Finally, personal innovativeness, PU and PEOU positively affected usage intention.