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Understanding U.S. Customers' Intention To Adopt Robo-Advisor Technology, Deborah Wall Jan 2023

Understanding U.S. Customers' Intention To Adopt Robo-Advisor Technology, Deborah Wall

Walden Dissertations and Doctoral Studies

Finance and information technology scholars wrote that there is a literature gap on what factors drive investors in Western financial markets to use a Robo-advisor to manage their investments. The purpose of this qualitative, single case study with embedded units is to understand the adoption intentions of retail investors in U.S. markets to use a Robo-advisor instead of a human advisor. A single case study design addressed the literature gap, and qualitative data from seven semi=structured interviews, reflective field notes, and archival data were triangulated to answer the research question. This study was grounded in a theoretical framework that includes …


Understanding U.S. Customers' Intention To Adopt Robo-Advisor Technology, Deborah Wall Jan 2023

Understanding U.S. Customers' Intention To Adopt Robo-Advisor Technology, Deborah Wall

Walden Dissertations and Doctoral Studies

Finance and information technology scholars wrote that there is a literature gap on what factors drive investors in Western financial markets to use a Robo-advisor to manage their investments. The purpose of this qualitative, single case study with embedded units is to understand the adoption intentions of retail investors in U.S. markets to use a Robo-advisor instead of a human advisor. A single case study design addressed the literature gap, and qualitative data from seven semi=structured interviews, reflective field notes, and archival data were triangulated to answer the research question. This study was grounded in a theoretical framework that includes …