Title: Learning the usage intention of robo-advisors in fin-tech services: implications for customer education

Authors: Chieh-Peng Lin; Hui-Ting Chan

Addresses: Institute of Business and Management, National Yang Ming Chiao Tung University, Taiwan ' Institute of Business and Management, National Yang Ming Chiao Tung University, Taiwan

Abstract: Drawing on the MOA framework, this study establishes a research model that explains the usage intention of robo-advisors. In the model, three predictors that consist of technology relative advantage, technology herding, and technology familiarity influence usage intention of robo-advisors directly and indirectly via the partial mediation of trust. At the same time, the effects of the three predictors on trust are hypothetically moderated by learning goal orientation and perceived performance risk respectively. Statistical analyses are provided using the data of working professionals from the insurance industry in Taiwan. Based on its empirical findings, this study discusses important theoretical and practical implications.

Keywords: consumer education; technology relative advantage; technology herding; learning goal orientation; perceived performance risk.

DOI: 10.1504/IJMC.2024.141816

International Journal of Mobile Communications, 2024 Vol.24 No.4, pp.355 - 373

Received: 04 Nov 2021
Accepted: 18 Dec 2022
Published online: 02 Oct 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article