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 Assignment Cover Sheet
Candidate Number
Module Code
Module Name
Assignment Title

Within the Business School we support the responsible and ethical use of GenAI tools, and we seek
to develop your ability to use these tools to help you study and learn. An important part of this
process is being transparent about how you have used GenAI tools during the preparation of your
assignments. Information about GenAI can be found here and guidance on the responsible use of
GenAI tools can be found here.

The below declaration is intended to guide transparency in the use of GenAI tools, and to assist you
in ensuring the appropriate citation of those tools within your work.

I have / have not [delete as appropriate] used GenAI tools in the production of this work.

The following GenAI tools have been used: [please specify] ……………………………………

☐ I have used GenAI tools to assist with research or gathering information.

☐ I have used GenAI tools to help me understand key theories and concepts.

☐ I have used GenAI tools to help me analyse data.

☐ I have used GenAI tools to create code.

☐ I have used GenAI tools to suggest a plan or structure of my assessment.

☐ I have used GenAI tools to give me feedback on a draft.

☐ I have used GenAI tool to generate images, figures or diagrams.

☐ I have used GenAI tools to generate creative content for my work.

☐ I have used GenAI tools to proofread and correct grammar or spelling errors.

☐ Other [please specify]

…………………………………………………………………………………………………………………

☐ I declare that I have referenced use of GenAI tools and outputs within my assessment in line with
the University guidelines for referencing GenAI in academic work.

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Table Contents

Introduction..................................................................................................................3

Descrptptive Analayics .................................................................................................4

Hypothesis Development andTesting.............................................................................7

Discussions and managerial recommendations.............................................................15

References..................................................................................................................18

Appendix....................................................................................................................17

(You can expand and add items based on your project content

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1. Introduction

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 2. Descrptptive Analayics (Dashboard Visualisation Analysis)

In this section, we will……….. we have

Tableau Dashboard

(Insert here the Tableau interactive dashboard link associated with your Tableau
account)

<<<< Analyse the dashboard and critically reflect on the insights in brief
paragraphs >>>>>

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3. Hypothesis Development and Testing
This study aims to address two research questions:
RQ1: Does the type of VA device (i.e., single-modal vs multi-modal) affect the consumer’s
continued use intention?
RQ2: To what extent does the purpose of using a VA affect the consumer’s continued use
intention?

3.1 Comparative Hypotheses

For each of these research questions, different sets of hypotheses are proposed. First, two
comparative hypotheses are proposed to address RQ1. These hypotheses help to examine
differences between two groups of consumers who are using multi-modal vs single-modal
voice assistants (e.g., Alexa devices). This study will employ Two Independent Samples
Means t-Test to examine these hypotheses.

H1a: Consumers are more likely to continue using multi-modal than single-modal VAs.
H1b: Consumers are more likely to stream music using multi-modal than single-modal
VAs.

As shown in Table 2, the results show there is a significant difference between continued
use intention across single-modal and multi-modal virtual assistants (p < 0.01). Consumers
are more likely to use multi-modal devices (Mean=4.15) compared to single-modal devices
(Mean=3.64). However, the results show no significant difference between streaming music
across single-modal and multi-modal virtual assistants (p = 0.944). Therefore, results
support H1a and reject H1b. The complete results of the Two Independent Samples Mean t-
test are provided in Appendix C.

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Table 2. Two Independent Samples Means t-Test
Hypothesis Device Type N Mean SD t Two-sides p
H1a. Continued use Single modal (Echo or Echo Dot) 84 3.6458 .84419 4.645 <0.001
intention Multi modal (Echo Show) 77 4.1526 .47148
H1b. Streaming Single modal (Echo or Echo Dot) 84 2.9167 .88249 0.070 0.944
music Multi modal (Echo Show) 77 2.9264 .87296

3.2 Associative Hypotheses

Second, four associative hypotheses are proposed to address RQ2. These hypotheses help
to examine the effect of factors that affect the user’s intention to continue using voice
assistants. This study will employ Linear Regression Analysis to examine these hypotheses.

H2a: The higher frequency of streaming music by a VA positively influences the

consumer’s continued use intention.

H2b: The higher frequency of information search by a VA positively influences

the consumer’s continued use intention.

H2c: The higher frequency of online shopping by a VA positively influences the

consumer’s continued use intention.

H2d: The higher frequency of home/productivity management by a VA positively

influences the consumer’s continued use intention.

Table 3 outlines the results of the linear regression analysis to test hypotheses 3a, 3b, 3c,
and 3d. The R square value of 0.217 meant that the independent variables explained 21.7%
of the variance in the dependent variable, leaving 78.3% of the variance to be explained by
other factors not included in the model. In the ANOVA table, this model had a p-value of

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<0.01, therefore concluding that the regression model significantly predicts the outcome
variables.

The results also show that higher frequency of streaming music (beta= 0.240, p < 0.01),
information search beta= 0.254, p < 0.01), and home/productivity management (beta=
0.177, p < 0.05) positively influence the consumer’s continued use intention. Therefore,
results support H2a, H2b, and H2d. However, the results reject H2c as online shopping
insignificantly (beta= 0.028, p = 0.72) influences the consumer’s continued use intention.
The complete results of linear regression analysis are provided in Appendix D.

Table 3. Regression Analysis

Standardized
t Significance
Hypothesis Beta
H2a. Streaming music → Continue use intention 0.240 3.26 0.001
H2b. Information search → Continue use intention 0.254 3.213 0.002
H2c. Online shopping → Continue use intention 0.028 0.359 0.720
H2d. Home/productivity management → Continued use intention 0.177 2.389 0.018
R2 0.217
ANOVE F value 10.782 (0.001)

4. Discussions and managerial recommendations

The results show that … interpretation of H1a and H1b (cite relevant papers if theoretically,
you could explain the results) … interpretation of H2a, H2b, H2c, and H2d (cite relevant papers
if theoretically, you could explain the results). This means that …..

The results of this study offer three recommendations for managers when designing a new
marketing campaign.

First, …….

Second, ……

Third, …….

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Overall, this study recommends ….

References

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Appendices (SPSS OUTPUT)

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