# Analyzing Determinants for Adoption of Intelligent Personal Assistant: An Empirical Study
## 3 Literature Review and Hypothesis Development
### Customer Loyalty
The second stage is affective loyalty, which refers to the positive and admiring attitude toward a specific product or service and connects with the evaluation and feelings from the cognitive stage. The third stage is conative loyalty, which implies attitudinal loyalty: the customers are more likely to have the desire and intention to repurchase the specific brand. The last stage is action loyalty as the customers will transform the intentions into real actions. Though this kind of loyalty is ideal, the customers will experience action inertia, and they are willing to overcome obstacles to re-patronize the preferred product or service. The definition of customer loyalty as the combination of the behavioral and attitudinal dimensions is also supported by other research [80; 81; 82]. Considering the above opinions and discussion, [PERSON] et al. [83] proposed four measurement dimensions, which are the intention to patronize the product or service, intention to purchase additional postal services, intention to recommend, and price tolerance. In addition, [PERSON], [PERSON], and [PERSON] [84] identified four dimensions to measure customer loyalty as follows: advocacy and positive words about the preferred service provider, tendency to resist the offerings from competitors, identification with the service provider, and the relative preference towards the specific service provider [18]. In the research by [PERSON] and [PERSON] [85], the measurement dimensions include satisfaction, cognitive, affective, conative, and action loyalty. On the other hand, [PERSON], [PERSON], and [PERSON] [86] noted that customer loyalty should be measured through repurchase intention, recommendation intention, positive word-of-mouth, and the preference for a specific brand. Therefore, the concept of customer loyalty in this study is defined as the customer's preference for and insistence on the specific product, including the combination of behavioral and attitudinal aspects, such as the psychological attachment to the particular service provider [87]. Furthermore, customer loyalty should be considered in relation to the artificial intelligent assistant by measuring the positive words about the preferred brand, repatronization intentions, fondness and favorable attitude, and the intention of cross-buying. According to the research by [PERSON] et al. [88], self-congruence has a decisive role that leads customers to be loyal to the specific products that are congruent with their actual or ideal self-concept. Thus, it is reasonable to assume that customer innovativeness has a positive influence on loyalty, which will be tested in this study. Customer satisfaction and loyalty are distinctly connected, as shown by previous research. Satisfied customers are expected to practice the behaviors that match the measurement dimensions of loyalty. [PERSON] [73] concluded that the higher the customer satisfaction, the higher the customer loyalty. As confirmed by [PERSON] and Sullivan [89], a high level of satisfaction not only decreases the possibility of switching behaviors but also increases the repatronizing intentions. In the research by [PERSON] and [PERSON] [90], customer satisfaction was found to be the predictor of customer loyalty through conative post-purchasing behaviors, such as repurchasing intention and word-of-mouth, in the field of the German CD-ROM industry. Since the relationship between satisfaction and loyalty is validated in numerous studies and customer satisfaction index models, satisfaction leading to loyalty will be examined through both direct and indirect channels in this research [91]. Customer perceived value appears to be directly related to the customer behavior intentions. [PERSON] et al. [92] concluded that both the functional and hedonic value reflect the purchasing behaviors in the fast casual restaurant industry. In the research by [PERSON] et al. [93], perceived value is evaluated by four dimensions: functional, economical, emotional, and social.