Purpose

This study aims to investigate the differences in consumers’ perceptions of trust, performance expectancy and intention to hire between human financial advisors with high/low expertise and robo-advisors.

Design/methodology/approach

Three experiments were conducted. The respondents were randomly assigned to human advisors with high/low expertise or a robo-advisor. Data were analyzed using MANCOVA.

Findings

The results suggest that consumers prefer human financial advisors with high expertise to robo-advisors. There are no significant differences between robo-advisors and novice financial advisors regarding performance expectancy and intention to hire.

Originality/value

This pioneering study extends the self-service technology adoption theory to examine adoption of robo-advisors vs human financial advisors with different expertise levels. To the best of the authors’ knowledge, it is among the first studies to address multi-dimensionality of trust in the context of artificial intelligence-based self-service technologies.

中文翻译：

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你选谁？在金融服务的背景下比较人类与机器人顾问的看法

目的

本研究旨在调查具有高/低专业知识的人力财务顾问和机器人顾问之间的消费者对信任、绩效预期和雇佣意愿的看法的差异。

设计/方法/方法

进行了三个实验。受访者被随机分配到具有高/低专业知识的人类顾问或机器人顾问。使用MANCOVA分析数据。

发现

结果表明，与机器人顾问相比，消费者更喜欢具有高度专业知识的人类财务顾问。机器人顾问和新手财务顾问在绩效预期和雇用意向方面没有显着差异。

原创性/价值

这项开创性研究扩展了自助服务技术采用理论，以检查机器人顾问与具有不同专业知识水平的人力财务顾问的采用情况。据作者所知，这是在基于人工智能的自助服务技术背景下解决多维信任问题的首批研究之一。