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Will robo-advisors continue? Roles of task-technology fit, network externalities, gratifications and flow experience in facilitating continuance intention

Yung-Ming Cheng (Department of Business Administration, Chaoyang University of Technology, Taichung City, Taiwan)

Kybernetes

ISSN: 0368-492X

Article publication date: 6 August 2020

Issue publication date: 6 July 2021

1332

Abstract

Purpose

The purpose of this study is to propose a synthetic post-adoption model based on the expectation-confirmation model (ECM) and flow theory to examine whether the fit factor, network factors and psychological factors as antecedents to end-users’ beliefs can affect their continuance intention of the robo-advisor.

Design/methodology/approach

This study used the research model based on ECM and flow theory to examine the effects of the fit factor, network factors and psychological factors on end-users’ beliefs and continuance intention of the robo-advisor. Sample data were collected from end-users at three financial services companies in Taiwan. A total of 450 questionnaires were distributed and 360 (80.0%) usable questionnaires were analyzed using structural equation modeling.

Findings

This study proposes a solid research model that based on ECM and flow theory, three types of factors, namely, fit factor, network factors and psychological factors, as antecedents to end-users’ continuance intention of the robo-advisor have been examined and this study’s results strongly support the research model with all hypothesized links being significant.

Originality/value

It is particularly worth mentioning that a synthetic post-adoption model can be proposed in this study by introducing the fit factor extracted from task-technology fit model, network factors originated from the theory of network externalities and psychological factors derived from uses and gratifications theory as antecedents to perceived usefulness, confirmation, satisfaction and continuance intention referred in ECM and flow experience derived from flow theory. Thus, this study’s research model and findings can reveal deep insights into the evaluation of determinants in the field of end-users’ continuance intention of the robo-advisor.

Keywords

Acknowledgements

The author would like to thank the Editor and anonymous reviewers for their insightful comments and valuable suggestions.

Citation

Cheng, Y.-M. (2021), "Will robo-advisors continue? Roles of task-technology fit, network externalities, gratifications and flow experience in facilitating continuance intention", Kybernetes, Vol. 50 No. 6, pp. 1751-1783. https://doi.org/10.1108/K-03-2020-0185

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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