隨著人工智慧科技蓬勃發展以及在不同產業中對於人工智慧應用需求的快速提升，智慧型個人助理，毫無疑問地將在未來幾十年中面臨快速發展的情況。因此，不論是從學術理論的角度還是從進行實際操作的公司經理人的觀點來看，切實探討研究顧客對智慧型個人助理這一特定市場的反應為何是必要的。而顧客忠誠度對於一家企業而言，是形成競爭優勢的關鍵因素之一，並且相當多的學者非常重視這一議題。因此本研究從顧客忠誠度的層面來探討在智慧型個人助理產業中，直接影響忠誠度的因素以及試驗相關的中介變數和干擾變數。

本研究使用分層回歸分析為主軸並且同時探討中介效果和干擾效果。研究結果顯示出顧客創新性會對知覺價值產生正向顯著影響。從顧客滿意度來探討，功能型創新性以及知覺價值會對顧客滿意度產生正向顯著影響，然而享樂型創新性和認知型創新性則不然。此外，知覺價值和顧客滿意度會正向影響顧客忠誠度;而具備功能型創新性和享樂型創新性的顧客則是會更容易成為忠誠顧客。從中介效果的驗證中可以看出，顧客創新性和知覺價值會透過顧客滿意度對顧客忠誠度產生部分中介效果。

從干擾效果的驗證中可以看出，顧客產品知識和企業形象對顧客創新性和知覺價值之間存在著正向顯著的干擾效果。而，顧客產品知識會在功能型創新性和享樂型創新性對滿意度的影響中承擔正向干擾的影響。在實證研究的最後一部分，雪費法事後檢定被應用在人口統計因素會與研究變項間進行差異分析。最後本研究提供一些管理應用的策略分析及建議，以此希望吸引不同具備創新性的顧客群，加強產品價值的主觀認知，與此同時深化良好的企業形象和顧客對產品知識的理解，而提升顧客對於智慧型個人助理的滿意度，進而形成牢固的忠誠度。

With the rapid developed advancements in artificial intelligence technologies, the rising demands for the intelligent personal assistant is expected to experience a rapid growth in the following decades. Therefore, it is unavoidable for both academic researchers and the marketers to investigate the customer’s responses to the intelligent personal assistant which is considered as the specific market research industry. As customer loyalty has become a critical element of gaining competitive advantages and quite a number of marketers pay much attention to it, so this research aims to not only explore the factors which directly affecting customer loyalty on intelligent personal assistant but also trial both mediator and moderator variables.

The empirical research is principally based on the multiple hierarchical regression analysis including the mediation and moderation testing. The results obtained demonstrate that the customer innovativeness has the positive influence on perceived value. From the perspective of analyzing customer satisfaction, the findings reveals the positive influence from functional innovativeness and perceived value. The main contributions are derived from the better understanding of the customer loyalty. It is proposed that both perceived value and customer satisfaction have the positive influences on customer loyalty. Additionally, the customer innovativeness has the positive influence on customer loyalty partially, which indicates the customers with functional and hedonic innovativeness. 

Based on the results of testing mediation, the customer satisfaction is concluded as the partial mediator to the influence on customer loyalty originated from customer innovativeness and perceived value. 

From the view of testing moderation, both product knowledge and corporate image take the role as the moderator variables which implies the positive moderating effect on the relationship between customer innovativeness and perceived value. Also, product knowledge moderates the influences from functional and hedonic innovativeness to customer satisfaction. According to the results of data synthesization and hypothesis testing, several comprehensive strategic analysis and implications will be provided eventually.

Table of Contents
Chapter 1 Introduction 	1
1.1 Research Background	1
1.2 Research Motivation	4
1.3 Research Purpose	7
1.4 Research Process	8
Chapter 2 Literature Review	10
2.1 Artificial Intelligence	10
2.1.1 Agents for Artificial Intelligence	11
2.1.2 Artificial Intelligence Trends	13
2.1.3 Artificial Intelligence by Domains	16
2.1.4 Intelligent Personal Assistant	18
2.2 Customer Loyalty	22
2.3 Customer Satisfaction	26
2.4 Customer Innovativeness	30
2.5 Perceived Value	35
2.6 Product Knowledge	39
2.7 Corporate Image	44
2.8 Hypothesis Development	48
Chapter 3 Research Methodology	55
3.1 Research Framework	55
3.2 Research Hypotheses	56
3.3 Measurement of Variables: Operational Definition	57
3.4 Research Instrument	64
3.5 Analytic Method	65
Chapter 4 Empirical Research	70
4.1 Summary of Empirical Research	70
4.2 Descriptive Statistics Analysis	70
4.3 Reliability Analysis	78
4.4 Exploratory Factor Analysis	81
4.5 Factor Analysis	81
4.6 Correlation Analysis	89
4.7 Regression Analysis	91
4.8 Hierarchical Regression Analysis	99
4.9 The Results of Hypotheses Testing	112
4.10 Discussion	113
Chapter 5 Conclusion and Implication	115
5.1 Conclusion	115
5.2 Implication	115
5.2.1 Academic Contribution	115
5.2.2 Managerial Implication	118
5.3 Research Limitation and Suggestion for Future Work	123
Reference	125
Appendix A: Questionnaire for Participants of the Survey	140

List of Figures
Figure 1-4-1: Research Process	9
Figure 3-1-1: Research Framework	55

List of Tables
Table 3-2-1: Content of Hypotheses	56
Table 3-3-1: Operational Definition and Question Items
of Functional Motivation	58
Table 3-3-2: Operational Definition and Question Items
of Hedonic Motivation	58
Table 3-3-3: Operational Definition and Question Items
of Cognitive Motivation	58
Table 3-3-4: Operational Definition and Question Items
of Functional Value	59
Table 3-3-5: Operational Definition and Question Items
of Social Value	60
Table 3-3-6: Operational Definition and Question Items
of Epistemic Value	60
Table 3-3-7: Operational Definition and Question Items 
of Customer Satisfaction	61
Table 3-3-8: Operational Definition and Question Items 
of Customer Loyalty	62
Table 3-3-9: Operational Definition and Question Items 
of Product Knowledge	63
Table 3-3-10: Operational Definition and Question Items 
of Corporate Image	64
Table 4-2-1: Demographic Condition 
of the Respondents	71
Table 4-2-2: Usage Condition of AI Assistant 
based on Respondents	74
Table 4-2-3: Descriptive Analysis of Variables	76
Table 4-3-1: Cronbach’s Alpha of Each Variable	78
Table 4-4-1: Value of KMO and 
Bartlett’s Test of Sphericity	81
Table 4-5-1: Rotated Component Matrix 
of Perceived Value 82
Table 4-5-2: Rotated Component Matrix 
of Customer Innovativeness	84
Table 4-5-3: Rotated Component Matrix 
of Customer Satisfaction	85
Table 4-5-4: Rotated Component Matrix 
of Customer Loyalty	86
Table 4-5-5: Rotated Component Matrix 
of Product Knowledge	87
Table 4-5-6: Rotated Component Matrix 
of Corporate Image	88
Table 4-6-1: Correlation matrix	90
Table 4-7-1: Regression Analysis of 
Customer Innovativeness and Perceived Value	91
Table 4-7-2: Regression Analysis of 
Customer Innovativeness, Perceived Value and 
Customer Satisfaction	94
Table 4-7-3: Regression Analysis of Customer Innovativeness, 
Perceived Value, Customer Satisfaction and 
Customer Loyalty	97
Table 4-8-1: Hierarchical Regression Analysis of
the Mediating Effect from Customer Satisfaction	100
Table 4-8-2: Hierarchical Regression Analysis of
the Mediating Effect from Customer Satisfaction	101
Table 4-8-3: Hierarchical Regression Analysis of
       the Moderating Effect from Product Knowledge	102
Table 4-8-4: Hierarchical Regression Analysis of
                     the Moderating Effect from Product Knowledge	104
Table 4-8-5: Hierarchical Regression Analysis of
the Moderating Effect from Product Knowledge	105
Table 4-8-6: Hierarchical Regression Analysis of 
the Moderating Effect from Product Knowledge	106
Table 4-8-7: Hierarchical Regression Analysis of 
the Moderating Effect from Product Knowledge	107
Table 4-8-8: Hierarchical Regression Analysis of
the Moderating Effect from Corporate Image	109
Table 4-8-9: Hierarchical Regression Analysis of
the Moderating Effect from Corporate Image110
Table 4-8-10: Hierarchical Regression Analysis of	
the Moderating Effect from Corporate Image	111
Table 4-9-1:The Results of Hypothesis Testing	112

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