The financial advisory landscape has undergone a seismic shift with the advent of digital technologies. One of the most notable innovations in recent years has been the emergence of robo-advisors, automated platforms designed to provide algorithm-driven financial planning and investment services. As Generation Z, individuals born roughly between the mid-1990s and early 2010s, begins to enter adulthood and navigate their financial futures, understanding their perceptions and preferences towards financial advisory services becomes increasingly crucial. This qualitative exploratory case study endeavors to delve into the nuanced perspectives of Generation Z regarding robo-advisors compared to traditional full-service financial advisors. While much research has examined the adoption of financial technologies among older generations, such as Millennials and Generation X, there remains a dearth of literature specifically focused on the attitudes and behaviors of Generation Z towards financial advisory services. Generation Z represents a unique cohort characterized by digital nativism, having grown up in an era dominated by the internet, smartphones, and on-demand services. As such, they possess distinct expectations and preferences regarding technology-mediated services, including those within the realm of financial management. Understanding how this cohort perceives and engages with robo-advisors, which epitomize the intersection of finance and technology, is imperative for financial institutions, policymakers, and industry stakeholders seeking to cater to the needs of this burgeoning demographic. Moreover, this study aims to juxtapose Generation Z's perceptions of robo-advisors with their views on traditional full-service financial advisors. While robo-advisors offer convenience, accessibility, and cost-effectiveness, traditional advisors tout personalized guidance, human touch, and holistic financial planning expertise. Exploring how Generation Z weighs these contrasting attributes and navigates the trade-offs between automated solutions and human advisory services provides invaluable insights into their decision-making processes and informs strategies for financial service providers to effectively engage this demographic. In this introductory section, we outline the rationale for the study, elucidate its significance within the broader context of financial advisory services, and delineate the objectives and structure of the research. Subsequent sections will delve into the methodology employed, present the findings gleaned from qualitative data analysis, and offer implications for theory and practice. By shedding light on Generation Z's perceptions of robo-advisors and full-service financial advisors, this study endeavors to contribute to the evolving discourse on digital finance and generational preferences in financial services consumption.weiterlesen