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Robo-advisor acceptance: Do gender and generation matter?

Author

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  • Gianna Figà-Talamanca
  • Paola Musile Tanzi
  • Eleonora D’Urzo

Abstract

Robo-advice technology refers to services offered by a virtual financial advisor based on artificial intelligence. Research on the application of robo-advice technology already highlights the potential benefit in terms of financial inclusion. We analyze the process for adopting robo-advice through the technology acceptance model (TAM), focusing on a highly educated sample and exploring generational and gender differences. We find no significant gender difference in the causality links with adoption, although some structural differences still arise between male and female groups. Further, we find evidence that generational cohorts affect the path to future adoption of robo-advice technology. Indeed, the ease of use is the factor which triggers the adoption by Generation Z and Generation Y, whereas the perceived usefulness of robo-advice technology is the key factor driving Generation X+, who need to understand the ultimate purpose of a robo-advice technology tool before adopting it. Overall, the above findings may reflect that, while gender differences are wiped out in a highly educated population, generation effects still matter in the adoption of a robo-advice technology tool.

Suggested Citation

  • Gianna Figà-Talamanca & Paola Musile Tanzi & Eleonora D’Urzo, 2022. "Robo-advisor acceptance: Do gender and generation matter?," PLOS ONE, Public Library of Science, vol. 17(6), pages 1-13, June.
    • Handle: RePEc:plo:pone00:0269454
    DOI: 10.1371/journal.pone.0269454
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    1. Hava Orkut & Daria Plotkina, 2026. "Gender-related personality traits and robo-advisor usage intention: the moderating role of gender," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 31(1), pages 1-12, March.
    2. Yantong Guo & Hayyan Nassar Waked, 2026. "Trust-Mediated adoption of AI Robo-Advisors in inland china: an extended UTAUT perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 31(1), pages 1-13, March.

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