IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v45y2025i1p132-159.html
   My bibliography  Save this article

Benefit versus risk: a behavioral model for using robo-advisors

Author

Listed:
  • Daniel Belanche
  • Luis V. Casaló
  • Marta Flavián
  • Sandra Maria Correia Loureiro

Abstract

This research aims to propose and analyze a novel behavioral model for using robo-advisors grounded on stimulus–organism–response and decision theory. Data (n = 596) were collected from a panel of US participants. The findings contribute to the financial services arena by demonstrating the relevance of customers’ perceptions of robo-advisors’ benefits and risks, particularly fear of losing money and wasting time. Greater or lesser ease in learning to use the robo-advisor and the perception of safety are the stimuli for customers to cognitively assess the balance between the risks and benefits of using the robo-advisor. Younger customers are more likely than older customers to recommend the robo-advisor to others, and male users tend to have more confidence than female users in their use of the service. Thus, robo-advisors need to learn how to adapt to different customer profiles to customize the service and to increase the perception of security and ease of use.

Suggested Citation

  • Daniel Belanche & Luis V. Casaló & Marta Flavián & Sandra Maria Correia Loureiro, 2025. "Benefit versus risk: a behavioral model for using robo-advisors," The Service Industries Journal, Taylor & Francis Journals, vol. 45(1), pages 132-159, January.
    • Handle: RePEc:taf:servic:v:45:y:2025:i:1:p:132-159
    DOI: 10.1080/02642069.2023.2176485
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642069.2023.2176485
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642069.2023.2176485?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:45:y:2025:i:1:p:132-159. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.