Do You Like The Machine To Make Decisions For You More?

For the past few years,the unstoppable robo-advisor has gradually become a hot spot in the field of fintech during the intellectualization.In the post-COVID-19 era,the participation rate and investment willingness of Chinese households in online financial investment have significantly increased.But the lagging behind traditional service cannot meet residents' solid financial needs due to the limitations of human resources,space and so on.With the advantages of low cost and high efficiency,robo-advisor has obtained an chance opportunity to develop under such a background.However,are consumers really more willing to accept robo-advisor based on algorithms and big data than human experts who are experienced and flexible when making online investment decisions?As a service based on emerging technology,how to win acceptance and recognition from more consumers is a practical problem for robo-advisor.Financial institutions need to determine the key factors that affect consumers' acceptance and use of robo-advisor in order to develop products that better meet consumers' needs and further enhance the market space.Based on this,the research discusses the formation mechanism of consumers' willingness to accept robo-advisor and human expert investment services.Based on previous research results,this study redefined relevant variables,put forward assumptions and constructed a theoretical model including perceived uniqueness,perceived risk and consumer readiness.The empirical part,compiled the experimental materials suitable for the research situation to design the preliminary and formal experiments.Analyzed the data from the online community by SPSS25.0,and the results show that when consumers make online investment decisions,they are more willing to accept the service from human advisor rather than robo-advisor.By exploring the potential mechanism of this process,we verified perceived uniqueness and perceived risk are as mediators,and the moderating effect of consumer readiness.The research has important practical guiding significance for the development of artificial intelligence in the financial field.Based on the conclusion,we suggest that the government should encourage the financial service providers but set up a good regulatory mechanism at the same time,and they should also advocate consumers to participate in the service;financial service providers should optimize technology and grasp the demand;for consumers,actively experience the new financial service.This will help optimize the development path of artificial intelligence in the financial field,and is also the inevitable trend for financial service providers and consumers to jointly embrace the future.