20~30대 투자 유형별 금융 서비스 개선 방향성 제안 - 로보어드바이저(Robo-Advisor) 서비스를 중심으로 - = Suggestions for Improving Financial Services by Investment Type in 20s to 30s Investors - Focusing on Robo-Advisor Service -

다국어 초록 (Multilingual Abstract)

Background : As technology advances, Artificial Intelligence (AI) has emerged as a robo-advisor service that takes over the role of individual asset management. In addition, as the mobile market in the financial sector is strengthening, people in their 20s and 30s, who have both digital and mobile literacy and information gathering capabilities, have begun to attract attention in the financial market. Since investors in their 20s and 30s have a relatively speculative investment behavior, we aimed to propose ways to improve robo-advisor financial services according to investment type so that they can make efficient investments using AI.
Methods : The problems with robo-advisor services were identified through case studies. Users' investment types were analyzed through pilot interviews and in-depth interviews. Based on the interview responses, the five design themes were derived through experience mapping and three proto-personas through user behavior mapping. Based on this, we designed a survey, collected data, and conducted cluster analysis to identify the final three types of personas. Finally, reflecting the results of the co-design workshop, we proposed improved services in the form of concept scenarios and storyboards that fit each persona's experience journey.
Results : A total of three personas were identified: Proactive information seekers(P1), Passive dependent investors(P2), and Neutral safety seekers(P3). Based on the persona-based behavioral scenarios, nine main solutions were proposed, which were divided into the stages of "pre-investment," "during investment," and "at the beginning and end of investment" according to the robo-advisor process. Finally, a solution customized for each investment type was expressed as a service blueprint by assigning a role to AI as an interactive service provider.
Conclusion : The academic significance of this research lies in providing personalized services to investors in their 20s to 30s for efficient asset management. The practical significance is to supplement existing services from the perspective of users and stakeholders (companies) to provide financial services that meet investors' needs. It is expected that with the directions proposed in this study, the service can contribute to efficient asset management and a stable investment environment for individuals in their 20s to 30s.

참고문헌 (Reference)

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