로보어드바이저 이용자의 지속사용의도 영향요인에 관한 연구: 통합모형 관점에서

Robo-Advisor is a representative product from the convergence of finance and information technology in the FinTech field. Robo-advisor is an artificial intelligence technology implemented with a programming algorithm based on financial big data analysis, machine learning, and deep learning. By using the customer data, Robo-Advisor analyzes the investment preferences and risk tendencies of the customers to form a portfolio. Thus, it provides investment advices to and perform asset management for the customers. For the promotion and growth of the market for robo-advisors, it is necessary to study the positive intention of customers. In the case of innovative services such as robo -advisors, a study on the intention of continuous use is particularly helpful to establish strategies for a wide use of the technology. When selecting or using a new innovative financial service, it is possible to increase the speed of continuous use and spread of the service by finding and highlighting factors that are important to them, and at the same time identifying and eliminating concerns. The purpose of this study is to propose an integrated model(UTAUT and UTAUT2) for the acceptance of innovative technologies and services to establish a research model for the continued use of robo-advisor services from the perspective of robo-advisor users. The integrated model of continuous use intention provides a framework for establishing strategies to enhance the use and the competitiveness of robo-advisor service.