近年來由於資訊科技在機器學習、人工智慧、數據分析、人機介面等相關領域的成熟發展，讓原本在金融體系的傳統中，屬於高資產顧客(資產300萬元以上)專屬的理財顧問投資服務，逐漸透過機器人理財的方式，在現有可觸及的的商品範圍中，依據客戶需求的風險和報酬，找出來最合適的投資組合，讓普羅大眾皆可享用到客製化的金融理財服務。
本研究蒐集樣本以線上問卷形式進行，使用國泰世華銀行「智能投資」介紹影片輔助填答者了解機器人理財，共回收 269 份有效問卷，以統計方式檢驗各項設計構面之信度與效度與研究模型。結果為下：（1）樂觀（Optimism）與創新（Innovativeness）正向的的科技準備度，讓消費者對於機器人理財的信任有正向影響，不適應（Discomfort）與不安全（Insecurity）負向的科技準備度，則無明顯影響消費者對於機器人理財的信任。（2）機器人理財提供擬人化的介面，對消費者對於機器人的信任有正向影響。（3）消費者對於機器人理財的信任，會正向影響消費者對於金融業者的信任。（4）消費者對於機器人理財的信任，會轉移至推出相關服務的金融業者，並對消費者再使用機器人理財服務的使用意圖，產生正向顯著影響。至最後一章，本研究提出實務和理論意涵之建議，期望對未來相關研究有所助益。

In recent years, due to the development of information technology in machine learning, artificial intelligence, data analysis, human-machine interface and other related fields, it has made the investment of robot-advisor exclusively for high-asset customers (assets above 3 million) in the tradition of the financial services, gradually through the way of robot-advisor, in the existing range of products that can be reached, according to the risk and reward of customer needs, find the most suitable investment portfolio, so that the general public can enjoy customized financial services.
This study uses online questionnaires to collect samples, and uses Cathay United Bank’s "Smart Investment" introduction video to understand robotic-advisor. A total of 269 valid questionnaires are collected. The research model and design dimensions of this study are tested through statistical analysis. The research results show that (1) Positive technological readiness for optimism and innovation has a positive impact on consumers’ trust in robot-advisor, while discomfort and insecurity are negative. The technological readiness of the company has no obvious impact on consumers’ trust in robot-advisor. (2) Robot financial management provides an anthropomorphic interface, which positively affects consumers' trust in robots. (3) Consumers' trust in robot-advisor has a positive impact on consumers' trust in financial industry. (4) Consumers’ trust in robot-advisor will be transferred to the financial industry that provides related services, and will have a positive impact on consumers’ intention to use robot-advisor again. Finally, this research puts forward suggestions on theoretical and practical implications, hoping to be helpful to future related research.

論文審定書..................................................................................................................... i
摘要 ................................................................................................................................ii
Abstract .........................................................................................................................iii
目錄 ............................................................................................................................... iv
圖次 ............................................................................................................................... vi
表次 .............................................................................................................................. vii
第一章 緒論.............................................................................................................. 1
第一節 研究背景................................................................................................... 1
第二節 研究動機................................................................................................... 3
第三節 研究問題與目的 ....................................................................................... 4
第四節 研究方法與流程 ....................................................................................... 5
第二章 文獻探討 ...................................................................................................... 6
第一節 科技準備度(Technology readiness, TR) .................................................... 6
第二節 金融科技................................................................................................... 7
第三節 信任 .......................................................................................................... 8
第四節 信任轉移(Trust Transfer Theory, TTT)........................................................ 8
第三章 研究方法 .....................................................................................................10
第一節 研究模型..................................................................................................10
第二節 研究假說..................................................................................................11
第三節 操作性定義..............................................................................................13
第四節 研究設計..................................................................................................14
第四章 資料分析 .....................................................................................................18
第一節 樣本基本資料分析...................................................................................18
第二節 衡量模型..................................................................................................20
第三節 結構模型及假說驗證...............................................................................31
第五章 結論與建議..................................................................................................34
第一節 研究結果與建議 ......................................................................................34
第二節 理論及實務意涵 ......................................................................................36
第三節 研究限制與未來研究方向 .......................................................................36
附錄:參考文獻 ...........................................................................................................37
附錄:本研究正式問卷 ................................................................................................41

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