SIG - Adoption and Diffusion of IT
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Paper Type
Complete
Paper Number
1297
Description
This study aims at identifying factors influencing robo-advisory demand and usage. We show that it is essential to tell apart the intention to invest in financial markets from the intention to use robo-advisor technology. Therefore, we develop an augmented model of the “Unified Theory of Adoption and Use of Technology” (augmented UTAUT model) that allows to explain both of these customers’ intentions simultaneously. The model is evaluated by means of a PLS approach using online survey data collected in the US and Germany. Empirical results shed light on (potential) investors’ intentions and attitudes towards robo-advisory services. The model developed in this paper is generally applicable whenever it comes to model adoption of a new technology that relies on the use of a basic product or a basic technology.
Recommended Citation
Horn, Maximilian and Missong, Martin, "An Augmented UTAUT Model for Robo-Advisor Adoption" (2022). AMCIS 2022 Proceedings. 13.
https://aisel.aisnet.org/amcis2022/sig_adit/sig_adit/13
An Augmented UTAUT Model for Robo-Advisor Adoption
This study aims at identifying factors influencing robo-advisory demand and usage. We show that it is essential to tell apart the intention to invest in financial markets from the intention to use robo-advisor technology. Therefore, we develop an augmented model of the “Unified Theory of Adoption and Use of Technology” (augmented UTAUT model) that allows to explain both of these customers’ intentions simultaneously. The model is evaluated by means of a PLS approach using online survey data collected in the US and Germany. Empirical results shed light on (potential) investors’ intentions and attitudes towards robo-advisory services. The model developed in this paper is generally applicable whenever it comes to model adoption of a new technology that relies on the use of a basic product or a basic technology.
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