智能投資工具發展自2008年金融危機，近年來在台灣受到產業及學術界的關注。但目前採用率不如預期，即便它擁有不受時間限制、低成本和自動化的優勢。因此，本研究彙整過去相關研究，並運用質化及量化兩種方法探討影響使用者對智能投資平台的態度的因素，最後總結未來平台設計要點及發展方向。

本文透過深度訪談歸納出台灣的智能投資平台顧客旅程及重要的服務接觸點，並提出旅程三階段之設計機會點。再引用解釋水平及目標框架理論設計 2(時間遠、近) X 2(損益、獲益型框架)的情境式實驗問卷，探討兩因素間交互作用如何影響對於平台之態度，並檢視流暢性經驗的中介效果。問卷透過網路隨機發放，有效樣本共計127份，研究發現時間解釋水平以及流暢的人物描繪(profiling)階段經驗對態度具顯著影響。顯示影響智能投資平台的態度的主要因素除了體驗過程中的流暢經驗外，也應考量使用者本身是在較近或較遠的未來將進行投資的差異。

綜合上述發現，給予服務設計層面的相關解釋如何與初淺投資經驗使用者進行流暢溝通，引起對平台的較佳的態度，進而延續使用，還有未來實務上的建議、研究可發展方向及限制，本研究為應用於散戶投資者的溝通機制上提供了啟示，並補充台灣在此領域中的學術缺口。

Robo advisor has developed since the 2008 financial crisis and has attracted the industry and academia in Taiwan recently. However, current adoption rate is not as expected, even if it owns advantages of real-time service, low fees and algorithm computation. The paper firstly studied previous research, and discussed the factors that affected the attitude of robo advisor platform by both qualitative and quantitative methods. To conclude, five design principles of platform and future development were proposed.
This article provided the customer journey map of Taiwan's robo advisor platforms through in-depth interviews, and pointed out five design opportunities. Plus, a 2 (temporal construal level: high versus low) X 2 (goal framing: gain versus loss) scenario experimental design was conducted to explore how the interaction of two factors affected the attitude of platform, and tested fluency experience as a mediator. The questionnaire was randomly distributed, and a total of 127 effective samples collected. The study found that fluent experience at profiling stage had a direct effect on the attitude of platform, the temporal construal level also presented the same effect. It showed that not only fluent experience was important towards attitude, but also user's own temporal mindset of investment.
The paper aimed to design a fluent message to attract and change preliminary investment experience users’ attitude, and in the long run would continue to use robo advisor platform. The managerial application, research limits and future direction were discussed and the research contributed to a richer view of Taiwan’s academic gap in wealth management field.

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