Understanding Robo-Advisor Adoption in Emerging Markets: An Empirical Investigation of Utilitarian, Social, and Moderating Factors in Karnataka, India

Abstract

The quick rise of robo-advisory services in FinTech suggests that wealth management will be more accessible and efficient. Due to psychological and societal obstacles, however, adoption is still restricted. The Technology Acceptance Model (TAM) is expanded upon in this study to investigate how perceived usefulness, perceived ease of use, subjective norms, and prior exposure to robots influence the adoption of robo-advisors. The study, which uses structural equation modeling (SEM) on survey responses from 150 digitally engaged consumers in Karnataka, India, demonstrates that the impact of perceived usefulness on behavioral intent is entirely mediated by attitude toward robo-advisors. Demographic variables (age and gender) show no significant moderation, but subjective norms have a significant impact on purpose among users unfamiliar with robots. The results emphasize the value of targeted social proof marketing and user-centered design in developing economies, as well as the “utility paradox” that they reveal. The theoretical and administrative ramifications for FinTech companies are examined.