# Analyzing Determinants for Adoption of Intelligent Personal Assistant: An Empirical Study
## 5 Empirical Research
### Regression Analysis  
A regression analysis is used to analyze the variables and estimate their relationships. Typically, the purpose is to understand how the values of the dependent variables change with variations in the independent variables. The independent variables of Model I are customer innovativeness and perceived value; the dependent variable is customer loyalty. The results of the multi-regression are shown below. As the adjusted R-squared is 0.628, the independent variable is able to explain 62.8% of the variation of the dependent variable, customer loyalty. Moreover, the F-value is 125.247 with significance, which represents that this model has high explanatory power, and, with a VIF of less than 10, there is no multi-collinearity. From the \(\beta\)-value of functional innovativeness (0.173) and the \(t\)-value (5.028, with a high level of significance), functional innovativeness has a strongly positive influence on customer loyalty. Based on the \(\beta\)-value of hedonic innovativeness (0.096) and the \(t\)-value (2.84, with moderate significance), there is a moderately positive influence of hedonic innovativeness on customer loyalty. From the \(\beta\)-value of cognitive innovativeness (-0.004) and the \(t\)-value (-0.109, with no significance), cognitive innovativeness has a non-significant negative influence on customer loyalty. According to the \(\beta\)-value of functional value (0.133) and the \(t\)-value (4.011, with high significance), there is a strongly positive influence of functional value on customer loyalty. The \(\beta\)-value of social value (0.153) and the \(t\)-value (4.544, with high significance) indicate a strongly positive influence of social value on customer loyalty. From the \(\beta\)-value of epistemic value (0.067) and the \(t\)-value (2.025, with low significance), there is a weakly positive influence of epistemic value on customer loyalty (see Table 5). \begin{table}
\begin{tabular}{c c c c c c c c c} \hline \hline  & **FV** & **SV** & **EV** & **Finn** & **H1 nn** & **CoInn** & **CL** & **Clm** & **PK** \\ \hline PV & 1 & & & & & & & \\ FV & 0.402 ** & 1 & & & & & & \\ EV & 0.389 ** & 0.502 ** & 1 & & & & & \\ Clnn & & & & & & & & \\ Flnn & 0.270 ** & 0.314 ** & 0.201 ** & 1 & & & & \\ H1 nn & 0.349 ** & 0.244 ** & 0.308 ** & 0.485 ** & 1 & & & \\ Colonn & 0.256 ** & 0.319 ** & 0.291 ** & 0.554 ** & 0.505 ** & 1 & & & \\ CL & 0.543 ** & 0.529 ** & 0.468 ** & 0.452 ** & 0.417 ** & 0.372 ** & 1 & & \\ Clm & 0.580 ** & 0.419 ** & 0.517 ** & 0.328 ** & 0.352 ** & 0.324 ** & 0.578 ** & 1 & \\ PK & 0.230 ** & 0.345 ** & 0.267 ** & 0.465 ** & 0.316 ** & 0.486 ** & 0.470 ** & 0.291 ** & 1 \\ \hline \hline \end{tabular}  
* * \(p<0.01\). EV = Epistemic Value, Clnn = Customer Innovativeness, Flnn = Functional Innovativeness, H1 nn = Hedonic Innovativeness, Colnn = Cognitive Innovativeness, CL = Customer loyalty, CSat = Customer Satisfaction, Clm = Corporate Image, PK = Product Knowledge).  
\end{table} 
Table 4: Correlation matrix. In Table 6, there are the results of the analysis for H3: product knowledge has a negative moderating effect on the influence of customer innovativeness on customer loyalty. Firstly, the \(\beta\)-value of customer innovativeness is 0.507 and \(t\)-value is 13.344 with a high level of significance, which means there is a significant influence of customer innovativeness on perceived value. Then, the moderator, product knowledge, is added into the model. The \(\beta\)-values of both customer innovativeness and product knowledge are positive with a high level of significance. The interaction term of customer innovativeness and product knowledge is added into the model. The \(\beta\)-values of customer innovativeness and product knowledge are still positive with significance. What is more, the \(\beta\)-value of the interaction term is \(-0.003\) and \(t\)-value is \(-0.087\) with no significance. Thus, H3 is invalid in that product knowledge has no negative moderating effect on the influence of customer innovativeness on customer loyalty.