PERCEIVED CONTROL, TRUST, AND USAGE INTENTION OF GENERATION Z TOWARDS ROBO-ADVISORS IN TURKEY: A QUALITATIVE STUDY

Artificial intelligence, which is rapidly integrating into every field, is increasingly gaining importance in finance. With the proliferation of digital financial services, robo-advisors are becoming an increasingly important tool for automating investment decisions and providing personalized financial recommendations (Jung, Dorner, Glaser, & Morana, 2018). There are varying perspectives on the adoption of these digital tools (Öz, Çalışkan, Aren, & Hamamcı, 2024). Due to their high level of adaptation to digital systems, Generation Z is considered one of the most active user groups of these platforms (Prensky, 2009). The aim of this study is to examine the perceived control, trust, and usage intention of Generation Z in Turkey towards robo-advisors using a qualitative research approach. Literature indicates that trust in robo-advisors is a critical determinant of adoption behavior, and perceived control directly influences trust formation (Belanche, Casaló & Flavián, 2019). The research plans to conduct semi-structured in-depth interviews and select participants through purposive sampling. Data will be analyzed using thematic analysis. These analyses aim to reveal how Generation Z interprets robo-advisors, the extent to which they believe they have control over these systems, and the role of this perceived control on trust and usage intentions. The study is expected to make a theoretical contribution to understanding user perceptions regarding the adoption of robo-advisors in Turkey and to shed light on the development of strategies for Generation Z by financial technology firms, banks, and businesses developing digital marketing strategies (Kim, Ferrin, & Rao, 2008; Venkatesh et al., 2003).