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    Title: 台灣投資人對於機器人理財行為意圖之研究
    A study on the investors invention of using Robo-advisor in Taiwan
    Authors: 陳奕君
    Chen, Yi-Chun
    Contributors: 邱志聖
    Chiou, Jyh-Shen
    陳奕君
    Chen, Yi-Chun
    Keywords: 機器人理財
    科技接受模型(TAM)
    交易成本理論(TCA)
    感知風險
    信任
    個人資訊科技創新特性(PIIT)
    Robo-Advisor
    Transaction Cost Analysis (TCA)
    Technology Acceptance Model (TAM)
    Trust
    Perceived risk
    Personal Innovativeness in the Domain of Information Technology (PIIT)
    Date: 2020
    Issue Date: 2020-07-01 13:32:03 (UTC+8)
    Abstract: 機器人理財是一個具有前景的市場,也是當前國際金融界的潮流和趨勢。目前台灣的機器人理財卻仍處於發展前期,但卻是具有發展潛力,因現有投資市場有一定程度的規模,投資市場也存在尚有未滿足的投資缺口。因此機器人理財的服務提供者更需要了解目標客群對於新科技的採用想法以及存在的阻礙因素,藉由了解目標客群的想法,便可以洞悉投資人在使用機器人理財的使用意圖和態度。
    本研究使用交易成本分析(TCA)、科技接受模型(TAM)、信任和感知風險發
    展機器人理財的採用架構。這個模型結合客戶、傳統理財專員和銀行本身的關係,試圖釐清投資人和銀行或傳統理財專員的關係,進一步分析這些關係是否會影響投資人採用機器人理財,並加入個人資訊科技創新特性(PIIT),藉此研究高度創新的人和低度創信的人在行為意圖之間是否具有差別。
    而研究結果顯示,機器人理財的有用性和易用性顯著且正向影響使用機器人理財的態度,進而影響使用機器人理財的行為意圖。另外,使用機器人理財的態度也影響使用機器人理財取代原本投資工具的意圖。銀行理專的專屬資產對銀行品牌專屬資產的建立發揮重要作用,而透過銀行品牌建立的專屬資產會影響消費者使用該銀行品牌推出的機器人理財之意願。此外,消費者與理財專員的專屬資產則會降低用機器人理財取代原本投資方式的意願。然而,感知風險卻會降低使用機器人理財的態度和行為意圖。
    此外,本研究亦進一步論述研究結果所延伸之行銷意涵並將行銷策略建議提供給各銀行品牌參考,進而促進台灣機器人理財的市場成長。
    Robo-Advisor has changed the model of traditional asset management industry. It’s a potentially prosperous market and also a current trend in the global international finance field. In Taiwan market, Robo-Advisor is still at the early development stage, its asset under management is relatively small and grows slowly. However, Taiwan Robo-Advisor market is a potential market, since Taiwan investment market already has a certain degree of market scope and grow every year. Besides, there still unfulfilled needs exit in Taiwan investment market. Therefore, the provider of Robo-Advisor should understand more about the intention and attitude of target audience to using Robo-Advisor. By figuring out their thought, we may have chance to know their insight and the obsTCAles.
    This study uses the constructs citing transaction cost analysis (TCA), the technology acceptance model (TAM), trust and perceived risk to develop a framework of the antecedents to using Robo-Advisor. This model incorporates the impact of the relationship between customer, wealth manager and bank. Furthermore we also add Personal Innovativeness in the Domain of Information Technology(PIIT) in order to find their difference in using Robo-Advisor. This study uses linear regression and the test of mediation effect to analyze the impact of intention to using Robo-Advisor.
    The results show that the major variables in TAM, including perceived usefulness and perceived ease, have a significant and positive impact on customers’ attitude and intention to using Robo-Advisor. Besides, customers’ attitude towards using RoboAdvisor also has a significant and positive impact on the intention to replace previous investment method with Robo-Advisor. The customers’ specific assets already invested in the wealth manager have a significant and positive impact the specific assets which invested in the bank and would impact on customers’ intention to using Robo-Advisor. While The customers’ specific assets invested in the wealth manager has a significant and negative impact on the intention to replace previous investment method with RoboAdvisor. Moreover perceived risk has a significant and negative impact on customers’ attitude and intention to using Robo-Advisor.
    In addition, the study provides marketing strategy applications and recommendations for the bank in order to assist them in adjusting their strategies to achieve the purpose of increasing the market size of Robo-Advisor in the future.
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    107351022
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0107351022
    Data Type: thesis
    DOI: 10.6814/NCCU202000550
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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