# Analyzing Determinants for Adoption of Intelligent Personal Assistant: An Empirical Study
## 3 Literature Review and Hypothesis Development
### Customer Loyalty
[PERSON] [77] concluded that customer innovativeness in this research is the tendency of customers with a higher motivation for innovativeness to purchase the latest products in the market earlier than others[PERSON] Based on the previous discussion, customers' innovativeness in the artificial intelligent assistant industry can be measured by their functional innovativeness, hedonic motivation, and cognitive motivation. [PERSON] [78] noted that the first motivation is the functional innovativeness, which implies the attraction of the utilitarian functions of new products. The second motivation is the hedonic, which refers to an exciting experience and the feeling of satisfaction after using the innovative products. In order to create a unique social impression and express their superior differentiation, the adoption of innovative products is driven by this innovativeness motivation. The last motivation is cognitive innovativeness. [PERSON] et al. [83] proposed functional value represents the perceived utility and performance of the provided product or service, formed through its functional, utilitarian, or physical attributes, as indicated by [PERSON] et al. [75]. Perceived value in this research should be defined as the overall evaluation of the comparison between the multiple perceived benefits and the sacrifices made for these benefits [76; 77; 78; 79]. In the research by [PERSON] et al. [91], the measurement of perceived value can be based on the perceived preference and general usage conditions of customers, especially by focusing on the dimensions of functional value, social value, and epistemic value in the artificial intelligent assistant industry. Social value is derived from the ability to increase the social and symbolic self-concept. The last dimension is the perspective of reputation, which means the perceived status of the product or service based on the image of the company being respectful or reputable. In a study of two different services industries, wireless telecommunication and financial services, the perceived value was positively related to the customer loyalty in both fields. This assumption was adopted in the research by [PERSON] et al. [94], where the customer perceived value was a potential determinant of the customer loyalty for Generation-Y members. Thus, the epistemic value will be considered as one of the factors that drives loyalty in this research. The hypotheses for the relationships among customer innovativeness, perceived value, customer satisfaction, and customer loyalty are presented below:  
**Hypothesis 1 (H1). **_Customer innovativeness has a positive influence on customer loyalty_. **Hypothesis 1a (H1a). **_Customer functional innovativeness has a positive influence on customer loyalty_. **Hypothesis 1b (H1b). **_Customer hedonic innovativeness has a positive influence on customer loyalty_. **Hypothesis 1c (H1c). **_Customer cognitive innovativeness has a positive influence on customer loyalty_. **Hypothesis 2 (H2). **_Perceived value has a positive influence on customer loyalty_. **Hypothesis 2a (H2a). **_Perceived functional value has a positive influence on customer loyalty_. **Hypothesis 2b (H2b). **_Perceived social value has a positive influence on customer loyalty_. **Hypothesis 2c (H2c). **_Perceived epistemic value has a positive influence on customer loyalty_.