People are using the Internet for financial planning assistance. Yet those seeking advice on the Internet rarely tend to question the advice source. Little research has examined the unique aspects of online financial advice taking. Online advice offers a unique setting which does not mirror “offline advice”. This paper addresses the research questions (1) What kinds of people are more likely to change their investment decisions given different online source characteristics, (2) How do people change their investment decisions given the disclosure of human vs. computer advice sources, and (3) How do people change their investment decisions given the disclosure of source credibility? This study finds that users with higher levels of task-specific self-efficacy are less likely to take advice and certain online design features influence changes in investment advice taking.
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