自2008年全球金融危機後，因大眾不信任銀行業之人工服務，使金融科技服務漸漸為眾人所重視。金融科技為補充銀行業務之不足，致力於服務銀行無法照顧到之族群，以實現普惠金融。而理財是其最能帶出的直接效益之一，雙方皆需要依靠透明、可信賴之金融服務平台，以取得可靠之資訊與完成交易，理財機器人正是在此洪流中浮上檯面，成為目前新興的金融理財服務提供者。
本研究以Stimulus-Organism-Response理論為基礎，針對理財機器人之代表特性，期望了解此特性是否導致投資人之價值的認知改變，並因此購買理財產品，以了解理財機器人之型態。
本研究採用網路問卷便利抽樣法進行調查，並對421份有效問卷進行統計分析。研究分析結果發現，理財機器人之資訊性對知覺價值具有正向顯著影響；理財機器人之客製化對知覺價值具有正向顯著影響；理財機器人之服務便利性對知覺價值具有正向顯著影響；知覺價值對購買意願具有正向顯著影響；知覺風險對知覺價值與購買意願之間無顯著調節作用，另外，知覺價值在資訊性、客製化、服務便利性與購買意願之間皆具有顯著中介效果。
綜合分析下，企業應更加重視理財機器人網站之特性，將能改善消費者對理財機器人的價值認知，並大幅提升消費者的購買意願。

Since the Global Financial Crisis in 2008, Fintech has gained increasing attention due to the public's distrust of human services in the banking industry. Fintech, as a complement to banking services, is dedicated to serving the people that banks’ services cannot meet their needs to realize the Inclusive Finance. One of the most immediate benefits of Fintech is financial management, both parties (investors and borrowers) need to rely on a transparent and reliable financial service platform to obtain reliable information and complete transactions. Therefore, Robo-Advisor emerges in this trend and become the emerging financial service provider at present.
This study is based on the Stimulus-Organism-Response theory, aiming at the representative characteristics of Robo-Advisor, hoping to understand whether such characteristics lead to the cognitive change of investors' value and therefore buy financial products.
In this study, the convenience sampling method of an online questionnaire is adopted to carry out the survey, and 421 valid questionnaires are statistically analyzed. The results show that informativeness of Robo-Advisor has a positive impact on perceived value. Customization of Robo-Advisor has a positive impact on perceived value. Service convenience of Robo-Advisor has a positive impact on perceived value. Perceived value has a positive impact on purchase intention. Perceived risk has no significant moderating impact on the correlations between perceived value and purchase intention. In addition, perceived value has a significant mediating impact on the correlations between Robo-Advisor characteristics and purchase intention.
Therefore, enterprises should pay more attention to the characteristics of Robo-Advisor, which will improve consumers' value cognition of Robo-Advisor and greatly enhance consumers' purchase intention.

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