Skip to Main Content
Skip Nav Destination
Purpose

This paper aims to investigate investors' willingness to use robo-advisors from customers' perspectives and analyzes the factors that drive them to use robo-advisors, including perceived usefulness and emotional response.

Design/methodology/approach

The authors extend the Cognition-Affect-Conation (CAC) framework to the behavioral domain of robo-advisor users on financial technology platforms and conduct an empirical study based on 248 valid questionnaires.

Findings

The authors find two types of factors driving the willingness to use robo-advisors: perceived usefulness, trust and perceived risk as external driving forces and investor sentiment as an internal driving force. Trust has a significant positive effect on willingness to use, and arousal in emotional response plays a mediating role between perceived usefulness and willingness to use.

Originality/value

This research provides valuable insights for financial institutions to engage in robo-advisor innovation from customers' perspectives.

Licensed re-use rights only
You do not currently have access to this content.
Don't already have an account? Register

Purchased this content as a guest? Enter your email address to restore access.

Please enter valid email address.
Pay-Per-View Access
$41.00
Rental

or Create an Account

Close Modal
Close Modal