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Robo-Advisor Adoption Dynamics With Extended Technology Acceptance Model
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Author(s): Nilesh Arora (Putra Business School, Universiti Putra, Malaysia), Sudhir Rana (Gulf Medical University, UAE), Rubel Amin (Chandigarh University, India)and Huam Hon Tat (Universiti Putra, Malaysia)
Copyright: 2024
Pages: 19
Source title:
Robo-Advisors in Management
Source Author(s)/Editor(s): Swati Gupta (Chitkara University, India), Sanjay Taneja (Graphic Era University (Deemed), India), Vijay Kumar (Chaudhary Ranbir Singh University, India), Ercan Ozen (Usak University, Turkey)and Luan Vardari (University "Ukshin Hoti" Prizren, Kosovo)
DOI: 10.4018/979-8-3693-2849-1.ch002
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Abstract
The rise of robo-advisors signifies a transformative shift in various industries, highlighting their pivotal role in fostering innovation and efficiency. Leveraging the adaptability of the Technology Adoption Model (TAM), this study integrates social influence, facilitating conditions, and user trust to analyze consumer behavior towards robo-advisors. Contrary to expectations, the study challenges conventional wisdom by revealing that the perceived ease of use significantly impacts user perceptions, prompting a reconsideration of the support for perceived usefulness. Recommendations include incorporating collaborative features and enhancing user-friendly designs, recognizing the importance of simplicity and usability. The study identifies challenges in user trust effectiveness, urging future research on trust relationships and the development of confidence-building plans. Providing critical managerial insights, the research guides effective marketing strategies, ensuring alignment with evolving user perceptions for the successful adoption of robo-advisors.
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