Determinants and Barriers of Adopting Robo-Advisory Services

Bruckes M, Westmattelmann D, Oldeweme A, Schewe G

Abstract

Robo-advisors enable customers to conduct automated digital investments, which could substantially transform the financial industry. However, robo-advisory use is lagging behind expectations. One reason could be potential customers’ insufficient trust. Therefore, we investigate determinants that influence trust and the intention to use robo-advisors. More specifically, we build on trust to assess use intention and explore person-al characteristics (perceived risk), organizational characteristics (trust in banks) and in-dustry characteristics (structural assurances) as antecedents to trust. The survey data are analyzed by employing a PLS-SEM (n = 246). Preliminary results show that initial trust in robo-advisors is closely related to the inten-tion to use robo-advisors. Trust is negatively linked to perceived risk but positively linked to structural assurances. Trust in banks is positively related to initial trust, how-ever, only when structural assurances are not included. In a follow-up survey, behavior and potential barriers to robo-advisory adoption will be investigated.