# Analyzing Determinants for Adoption of Intelligent Personal Assistant: An Empirical Study
## 6 Conclusions and Implications
Similarly, both functional and cognitive innovativeness have more positive effects on satisfaction when product knowledge acts as the enhancing moderator. However, the moderating effect of product knowledge is not significant for hedonic innovativeness and satisfaction; this is also the case for the influence of innovativeness motivation on customer loyalty. Additionally, corporate image is used as another moderator in this research, which is tested in three hypotheses. When customer innovativeness positively affects the perceived value, the higher level of corporate image generated by customers is able to greatly enhance this effect. However, when corporate image is measured in the other two hypotheses, it does not significantly moderate the influence of perceived value on either satisfaction or loyalty. First, it is suggested that marketers should realize the impact of functional, hedonic, and cognitive innovativeness on innovation adoption. This also implies that marketers need to appropriately manage the marketing mix so that customers with different innovativeness traits are targeted. For example, if customers with functional innovativeness are the target groups, the introduction of the IPA should focus on how it could make life easier and assist the daily work in different industrial backgrounds. Moreover, the promotional information needs to emphasize advancement and improvement compared to other similar products. However, this may not greatly affect customers with hedonic or cognitive innovativeness. From the perspective of hedonic innovativeness, the promotional content should address the attributes of the intelligent personal assistant, such as customers being able to gain pleasure and enjoyment, especially emphasizing how it makes life more exciting and stimulating. Moreover, it is more appealing to customers with cognitive innovativeness if the promotional information contains logical, objective, and verifiable descriptions. These customers are more concerned about whether the IPA usage can challenge their intellectual skills and satisfy their analytical thinking. Therefore, for the marketers of intelligent personal assistants, the integration of these three kinds of customer innovativeness can create a more positive perception of product value. Another finding reveals that the three dimensions of perceived value have a positive influence in the intelligent personal assistant market: these are functional, social, and epistemic value. Functional value is the evaluation of the user experience based on the ease of use and economic factors, whereas social value concerns the publicity and trends among society. The customers with social value are aware of their own social approval and impression. The perspective of epistemic value represents arousing the feelings of curiosity and forming an authentic experience after using the IPA. The managerial implication is that marketers should adopt a promotional strategy on social media, and deeply impressive advertising to stimulate social discussion, in order to make a specific impression on others. From another point of view, the users' experience of perceived value can be enhanced through experiential trials. For the marketers of IPAs, this method is effective and has several advantages, especially when the quality of the product or service is positively guaranteed. Initially, this creates the deep impression that the marketers can be trusted and enables the users to compare the current product with alternative ones. Supported by the finding that product knowledge and corporate image have a positive moderating effect, the management should also consider how to improve both of these variables. From the perspective of product knowledge, marketers should focus on the strategies for educating the current and potential customers. For example, customers will be familiar with the attributes of the products through different marketing channels and activities, such as trade fairs, exhibitions, and communication media.