科技的發展帶來了許多新興的金融服務，其中機器人理財顧問作為一種創新的投資工具，正逐漸成為金融領域的一個熱門話題。這些智能化系統融合了演算法和人工智慧技術，為投資者提供了一種全新的投資方式，帶來了更個性化、智慧化的投資服務，吸引了越來越多人的關注和使用。然而，在金融科技領域，投資者對於機器人理財顧問的採用意願往往受到信任的影響。本研究運用信任移轉理論及無形價值綑綁概念，透過銀行信任，並整合信任移轉之認知與情感層面，深入探討對機器人理財顧問的信任如何影響其採用意願。本研究採用問卷調查法，共計回收有效問卷 412份，以線性結構方程式進行研究假說之分析。經由實證分析結果發現，聲譽及熟悉度皆有助於銀行與顧客之間無形價值綑綁效果，其中熟悉度的效用更為顯著。此外，本研究強調無形價值綑綁的作用，並證實顧客與銀行之間形成的緊密連結，並不會直接促使其採用銀行延伸的機器人理財服務。另一方面，本研究強調了情感信任在信任移轉中的重要性，並指出其對於促進採用意願的重要作用。這個發現突顯了投資者對於機器人理財顧問的採用行為偏向感性決策的趨勢。本研究的研究結果能夠提供學術與企業對於未來機器人理財顧問服務的參考方向與建議。;The advancement of technology has introduced numerous emerging financial services, among which robo-advisors have become a prominent topic within the financial sector. These intelligent systems, integrating algorithms and artificial intelligence, offer investors a novel investment approach by providing more personalized and intelligent services, thereby garnering increasing attention and utilization. However, in fintech, investors′ willingness to adopt robo-advisors is often influenced by their level of trust. This study employs trust transfer theory and the concept of intangible value binding, examining how trust in banks, combined with the cognitive and affective dimensions of trust transfer, influences trust in robo-advisors and subsequently their adoption intention. This study collected 412 valid responses using a questionnaire survey method and analyzed the research hypotheses through structural equation modeling. Empirical analysis revealed that reputation and familiarity contribute to the effect of intangible value binding between banks and customers, with familiarity demonstrating a more significant impact. Additionally, this study emphasizes the role of intangible value binding and confirms that the close connection formed between customers and banks does not directly promote the adoption of the bank′s extended robo-advisory services. On the other hand, this study highlights the importance of affective trust in trust transfer, underscoring its significant role in fostering adoption intention. These findings illuminate the tendency of investors to make emotionally driven decisions regarding the adoption of robo-advisors. The results of this study provide valuable insights and recommendations for academia and enterprises concerning the future development of robo-advisory services.
