Managing Consumers’ Adoption of Artificial Intelligence-Based Financial Robo-Advisory Services: A Moderated Mediation Model

Introduction/Main Objectives: This study investigates the determinants of willingness to use financial robo-advisory services. The aims identify intertwined roles perceived value, risk, and knowledge in consumers’ acceptance Background Problem: Fintech AI-based applications have opened up new prospects for management, but studies into adoption implementation robo-advisors are limited scant. Novelty: offers novel insights by exploring direct indirect effects value risk on consumer deci­sions around adopting also identifies other major drivers service formulates a comprehensive model. Research Methods: A quantitative method using deductive approach was applied, with PLS-SEM performed sample 285 respondents from Bangladesh. gathered purposive sampling method. Findings/Results: Findings revealed that while relative advantage innovativeness positively affected intention, complexity negatively impacted intention. findings highlighted attitude had negative effect intention adopt mediating impact predicting relationship between advantage, behavioral services identified. Moreover, moderated Conclusion: contributes existing body literature showing provides meaningful institutions, policymakers seeking make more reliable acceptable consumers through innovative design positioning.