隨著科技對金融行業的革命不斷深入，理財機器人已經成為一股顛覆性的力量，為消費者提供智能投資理財服務。理財機器人亦被稱為自動化投資平台或機器人理財顧問，利用人工智能和演算法分析市場數據、評估風險並進行投資組合管理。這種新興科技的出現帶來了許多優勢，使投資理財變得更加智能、高效且便利。為了清楚知道消費者對於採用這些創新金融技術的轉換意圖。本研究以推力-拉力-繫住力理論（PPM）来探討影響消費者轉換使用理財機器人以滿足其理財需求有哪些重要因素。
　　本研究以線上問卷調查方式，收集了210份有效問卷，經資料分析結果顯示，推力效果及拉力效果對於消費者轉換理財機器人之意圖具有正向顯著的影響，而繫住力效果則對於消費者轉換理財機器人之意圖有負向顯著的影響，本研究的研究结果有望揭示影響消費者轉換理財機器人的因素，後續透過分析結果，提出理論及實務面之建議，從而為金融機構、金融科技公司和政策制定者提供有價值的見解。通過了解消費者對理財機器人的認知和態度，提升消費者體驗，並解決轉換時的障礙，最终促進此創新的金融工具能廣泛被消費者接受並使用。

As technology continues to revolutionise the financial industry, robo-advisors have emerged as a disruptive force, offering consumers automated investment and wealth management services. The financial robot, also known as an automated investment platform or robo-advisor, uses artificial intelligence and algorithms to analyse market data, assess risk and manage investment portfolios. The emergence of this new technology has brought many benefits, making investment management smarter, more efficient and more convenient. To understand consumers' intentions to adopt these innovative financial technologies, this study applies the Push-Pull-Mooring (PPM) theory to explore the factors that influence consumers' intentions to switch to robo-advisors for their wealth management needs.
A total of 210 valid responses were collected through an online questionnaire survey. The results of the model analysis showed that both the push and pull effects have a significant positive impact on consumers' intention to switch to robo-advisors, while the mooring effect has a significant negative impact on consumers' intention to switch. The results of this study are expected to shed light on the factors influencing consumer adoption of robo-advisors. Based on the results of the analysis, theoretical and practical recommendations can be made, providing valuable insights for financial institutions, fintech companies and policy makers. By understanding consumers' perceptions and attitudes towards robo-advisors, improving the consumer experience and addressing barriers to adoption, this innovative financial tool can ultimately be widely accepted and used by consumers.

論文審定書i
摘要ii
Abstractiii
目錄iv
圖次v
表次vi
第一章　緒論1
第一節　研究背景1
第二節　研究動機4
第三節　研究目的6
第四節　研究流程7
第二章　文獻回顧9
第一節　理財機器人9
第二節　推力-拉力-繫住力理論14
第三節 感知價值19
第四節 主觀規範21
第三章　研究方法25
第一節　研究模型25
第二節　研究假說26
第三節　操作型定義29
第四節　研究設計30
第四章　資料分析36
第一節　樣本敍述統計分析36
第二節　衡量模型38
第三節　模型及假說驗證44
第五章　結論與建議47
第一節　研究結果與建議47
第二節　理論及實務意涵50
第三節　研究限制與未來研究方向51
參考文獻53
附錄：本研究正式問卷64

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