Confirmation Bias and Reuse Intention of Robo-Advisory Services: A Mediated-Moderated Study Using Expectation Confirmation Theory

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