IDEAS home Printed from https://ideas.repec.org/a/taf/apbizr/v31y2025i3p416-440.html
   My bibliography  Save this article

Modelling client adoption of robo-advisors in Thailand: the impact of trust and situational factors

Author

Listed:
  • Rawi Roongruangsee
  • Ratima Srisomwongse
  • Paul Patterson

Abstract

The COVID-19 pandemic accelerated clients’ robo-advisors adoption as a digital financial advisory platform in Thailand. Drawing upon relationship marketing theory, this study examines the influence of trust, technology anxiety, and satisfaction with current financial advisory services on intention to use. It also explores the moderating effects of switching costs and the attractiveness of alternatives. Utilizing data from 401 Thai investors, structural equation modelling (SEM) is employed for data analysis. Results indicate that trust not only directly influences the intention to use robo-advisors but also mediates the influence of technology anxiety and current service satisfaction on usage intention. Attractiveness of alternatives strengthens the effect of trust while switching costs do not show a significant impact. This study broadens the services marketing and relationship marketing literature, highlighting a key mediating role of trust in navigating robo-advisors usage during and post the pandemic.

Suggested Citation

  • Rawi Roongruangsee & Ratima Srisomwongse & Paul Patterson, 2025. "Modelling client adoption of robo-advisors in Thailand: the impact of trust and situational factors," Asia Pacific Business Review, Taylor & Francis Journals, vol. 31(3), pages 416-440, May.
    • Handle: RePEc:taf:apbizr:v:31:y:2025:i:3:p:416-440
    DOI: 10.1080/13602381.2024.2405696
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/13602381.2024.2405696
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/13602381.2024.2405696?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:apbizr:v:31:y:2025:i:3:p:416-440. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FAPB20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.