Title: Research on the types of motivations for robo-advisor financial management using Q method

Authors: Chung-Chu Liu; Chia-Hsiang Wang; Chia-Ni Liu

Addresses: Department of Business Administration, National Taipei University, Taipei, Taiwan ' Department of Business Administration, National Taipei University, Taipei, Taiwan ' Department of Business Administration, National Taipei University, Taipei, Taiwan

Abstract: In today's financial sector, a substantial integration and application of information technology is underway. The asset management firms seeking to meet the diverse needs of their client base are actively promoting robo-advisor services. A robo-advisor offers numerous advantages: security, convenience, lower threshold, and dollar cost averaging. While a robo-advisor has gained significant traction abroad, Taiwan has started developing robo-advisor services relatively late. This study conducted a survey, and 31 samples were collected. The Q method was used to analyse those samples. The results of the samples were divided into four types such as: 1) intuitive interface and brand trust; 2) balanced consideration; 3) low threshold and time-saving; 4) safe and effortlessness. Finally, suggestions have been made to the enterprise based on the classification results to accelerate the promotion of robo-advisors. The expectation is that the general public can access professional financial advisory services, regardless of individual wealth levels.

Keywords: technology acceptance model; TAM; innovation diffusion theory; IDT; robo-advisor; Q methodology.

DOI: 10.1504/IJRM.2024.142329

International Journal of Revenue Management, 2024 Vol.14 No.3, pp.312 - 332

Received: 23 Jan 2024
Accepted: 23 Apr 2024
Published online: 21 Oct 2024 *

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