Paper Details

Name: Thao Quoc HO
Country: India

Year: 2025
Volume: Special Issue: Volume-12, Issue-1, Year: 2025 (January-June)
Page Number: 145-149
DOI: https://doi.org/10.5281/zenodo.15356956

The rapid advancement of financial technology has introduced robo-advisors as a disruptive
innovation in financial services. While widely adopted in Western markets, robo-advisors
remain a nascent phenomenon in Vietnam's financial securities sector. This study investigates
the factors influencing Vietnamese investors’ adoption of robo-advisors, focusing on
technological acceptance, trust, and cultural dimensions. Drawing on the Technology
Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology
(UTAUT), we propose a conceptual framework that examines the impact of perceived ease of
use, perceived usefulness, trust, automated social presence (anthropomorphism), and
uncertainty avoidance on investors' willingness to adopt robo-advisors. The model is
empirically tested by a quantitative survey (n=300), complemented by qualitative insights
from industry experts. This research contributes to the discourse on AI-driven financial
services by offering theoretical insights into the intersection of financial technology and
consumer behavior in an emerging market, namely Vietnam. Practically, the study provides
actionable recommendations for financial institutions and policymakers in Vietnam to
enhance robo-advisor adoption through targeted marketing, investor education, and
regulatory clarity. More broadly, by bridging knowledge gaps in financial technology
adoption, this study informs strategies for digital transformation in Vietnam’s financial
sector.
Keywords: Robo-advisors, Vietnam, AI Adoption, behavioral finance.