1Research Scholar, Symbiosis International (Deemed University), Pune
2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune
3Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune
4Professor, Jaipuria Institute of Management, Lucknow
5Assistant Professor, Dr. D. Y Patil Institute of Management and Research, Pimpri, Pune
6Director, Symbiosis Centre for Online Learning, Symbiosis Skills and Professional University, Pune
7Assistant Professor, IMI-Kolkata
Purpose: The study aims to examine the role of confirmation bias in trust and reuse intention toward Robo-Advisory services, moderated by the investor’s involvement.
Design/Methodology/Approach: The present study uses data collected from 243 investors from an emerging economy using purposive sampling. We employed PLS-SEM to test the hypothesis
Findings: The findings demonstrate that confirmation bias and trust have affirmative associations, while involvement does not moderate the relationship. The results report that the relationship between confirmation bias and reuse intention is mediated by trust.
Research Limitations/Implications: The present study employs cross-sectional data of investors, while future studies can use longitudinal data to examine reuse intention. The study uses confirmation bias, while future studies can test the role of other behavioural biases on the reuse intention of RA services
Practical Implications: The results of the study are useful to investors, RA service providers, and regulators alike to assist them in designing suitable strategies to enhance the reuse of RA services.
Originality/Value: This research is grounded on Expectation Confirmation Veory (ECT) that examines the role of Confirmation
Robo Advisory, Confirmation Bias, Trust, Expectation Confirmation Theory, Involvement, Reuse Intention, G11, G41
