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題名 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
作者 陳奕君
Chen, Yi-Chun
貢獻者 邱志聖
Chiou, Jyh-Shen
陳奕君
Chen, Yi-Chun
關鍵詞 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)
日期 2020
上傳時間 1-Jul-2020 13:32:03 (UTC+8)
摘要 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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描述 碩士
國立政治大學
國際經營與貿易學系
107351022
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107351022
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Chiou, Jyh-Shenen_US
dc.contributor.author (Authors) 陳奕君zh_TW
dc.contributor.author (Authors) Chen, Yi-Chunen_US
dc.creator (作者) 陳奕君zh_TW
dc.creator (作者) Chen, Yi-Chunen_US
dc.date (日期) 2020en_US
dc.date.accessioned 1-Jul-2020 13:32:03 (UTC+8)-
dc.date.available 1-Jul-2020 13:32:03 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2020 13:32:03 (UTC+8)-
dc.identifier (Other Identifiers) G0107351022en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/130495-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 107351022zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究方法與流程 6
第二章 文獻回顧與探討 7
第一節 機器人理財的定義 7
第二節 機器人理財的發展現況 12
第三節 科技接受模型模型 18
第四節 交易成本分析 20
第五節 信任 23
第六節 感知風險 24
第七節 個人資訊科技創新特性 26
第三章 研究設計與方法 28
第一節 研究架構與假設 28
第二節 變數的定義與衡量 31
第三節 抽樣設計與分析 42
第四章 實證分析與統計結果 46
第一節 樣本分布狀態與敘述性統計 46
第二節 信度與效度分析 51
第三節 假設驗證 53
第五章 結論與建議 65
第一節 研究結果與行銷策略建議 65
第二節 研究貢獻 68
第三節 研究限制與未來研究建議 68
參考文獻 70
附錄一、問卷 84		zh_TW
dc.format.extent 4451866 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107351022en_US
dc.subject (關鍵詞) 機器人理財zh_TW
dc.subject (關鍵詞) 科技接受模型(TAM)zh_TW
dc.subject (關鍵詞) 交易成本理論(TCA)zh_TW
dc.subject (關鍵詞) 感知風險zh_TW
dc.subject (關鍵詞) 信任zh_TW
dc.subject (關鍵詞) 個人資訊科技創新特性(PIIT)zh_TW
dc.subject (關鍵詞) Robo-Advisoren_US
dc.subject (關鍵詞) Transaction Cost Analysis (TCA)en_US
dc.subject (關鍵詞) Technology Acceptance Model (TAM)en_US
dc.subject (關鍵詞) Trusten_US
dc.subject (關鍵詞) Perceived risken_US
dc.subject (關鍵詞) Personal Innovativeness in the Domain of Information Technology (PIIT)en_US
dc.title (題名) 台灣投資人對於機器人理財行為意圖之研究zh_TW
dc.title (題名) A study on the investors invention of using Robo-advisor in Taiwanen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202000550en_US