Investigating the role of robo advisors in investment decisions through the mediating effect of investment advice confidence

Abstract

The impact of humanising AI-powered robo-advisors on investing behaviours is investigated in this study, which addresses anthropomorphism ideas. In this study, we investigate when trying to determine how robo-advisor anthropomorphism affects people's propensity to invest, certainty is key. We talk about the theoretical and practical ramifications of robo-advisors in marketing tactics for financial services. We use Structural Equation Modelling to look at how Rob advisor use, perceived certainty, and investment decisions are related. We use Structural Equation Modelling to look at how Robo advisor use, perceived certainty, and investment decisions are related. We used SmartPls 4 to test the model.