科技的進步促進理財機器人的技術逐漸成熟，世界的採用率逐年增長，然而臺灣從2017年開辦這項業務至今已經邁入第五年，採用率依舊低迷。過去的文獻著重在探究消費者對理財機器人的感知易用性與感知有用性的看法所產生的使用態度，以及熟悉度和主觀規範如何直接影響消費者的採用意圖，對於消費者採用意圖背後的動機極少被探討，而這可能使得臺灣金融企業在推廣理財機器人的服務上難以針對消費者潛在的需求進行有效的行銷活動。因此，綜觀上述的現況分析，本研究嘗試從自我決定理論之觀點出發，探討消費者採用理財機器人意圖的內外在動機之強弱比較，與在不同情境作用之下，探討何種動機對於採用意圖的效果較為強烈。

本研究透過線上問卷方式進行樣本蒐集，使用一般線性迴歸分析進行研究假說驗證。從實證結果發現，內外在動機兩者都能增強採用意圖，但是在其他條件不變之下，內在動機比外在動機更能有效提升消費者採用理財機器人意圖；當主觀規範作用越大或金融企業行為涉入程度越高時，外在動機對於採用意圖效果皆比內在動機更為強烈。本研究的發現不僅提供臺灣金融企業在推廣理財機器人服務可實行的操作建議，同時也補足在行銷研究領域的學術文獻上從心理需求滿足的角度關注消費者動機的論點。

With the advancement of technology, the technology of Robo-advisor has gradually matured, and the adoption rate in the world has increased year by year. However, the financial institution in Taiwan has operated Robo-advisor for 5 years, and the adoption rate is still sluggish. In the past, few studies mentioned consumers’ motivation of adopting Robo-advisor from self-determination theory, and this made it difficult for financial institutions to promote it precisely. Therefore, this study aims to analyze how the factors of intrinsic motivation and extrinsic motivation influence consumers’ adopting intention. Also, compare to the moderating effect in different situations, which motivation may stronger influence adopting intention.

The data of this study was collected through online questionnaire, and ordinal logistic regression has been used to verify the hypothesis. As the result, intrinsic motivation tends to enhance consumers’ intention of adopting Robo-advisor more effectively, in comparison with extrinsic motivation. While subjective norm or financial enterprise’s behaviors involve more deeply, extrinsic motivation impact consumers’ intention stronger than intrinsic motivation.

In consequence, the findings of this study not only provide financial enterprises with practical marketing strategies and suggestions, but also provide arguments about consumers’ motivation through the aspect of psychological needs for marketing research.

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