The Factors Influencing the Willingness of Investors to Use Robo-Advisors

This study conducted an empirical survey to investigate the factors influencing investors' willingness to use Robo-advisors. The research results show that both perceived ease of use and perceived control have a positive and significant impact on perceived usefulness, which, in turn, increases the willingness to use Robo-advisors. Social presence also positively affects users' willingness to use Robo-advisors. Moreover, users' trust in vendors increases users' trust in Robo-advisors, while perceived risk decreases trust in Robo-advisors. Additionally, users' anxiety enhances users' perception of risk. The findings show that users' trust both in vendors and in Robo-advisors positively affects users' willingness to use Robo-advisors. This study provides useful insights into the marketing strategy of Robo-advisor services.