Exploring the dual path to robo-advisor adoption: the impact of trust transfer and intangible value binding

Purpose This study aims to examine how bank trust influences consumers’ adoption of robo-advisors through trust transfer and intangible value binding, highlighting the distinct roles of cognitive and emotional trust. Design/methodology/approach Grounded in trust transfer theory, this study develops an integrated model incorporating reputation, familiarity, intangible value binding, perceived entitativity and perceived business ties. The model was empirically validated through structural equation modeling using 412 valid survey responses. Findings The results indicate that both reputation and familiarity significantly enhance intangible value binding between banks and customers. Emotional trust (perceived business ties) has a strong mediating effect on adoption intention, while cognitive trust (perceived entitativity) shows no significant impact. Practical implications The findings suggest that building emotional trust is essential for promoting robo-advisor adoption. Financial institutions should strengthen customer familiarity through transparent communication and consistent service experiences and highlight the emotional security of business ties to enhance adoption willingness. Originality/value This study extends trust transfer theory to the Fintech context, emphasizing the superior influence of emotional trust over cognitive trust. It provides novel insights into how intangible value binding and trust dynamics affect the adoption of artificial intelligence-driven financial services.