Factors affecting the big data adoption as a marketing tool in SMEs
Pre-Publicación
2019-07-26
Communications in Computer and Information Science
The change brought by Big Data about the way to analyze the data is
revolutionary. The technology related to Big Data supposes a before and after in
the form of obtaining valuable information for the companies since it allows to
manage a large volume of data, practically in real time and obtain a great volume
of information that gives companies great competitive advantages. The objective
of this work is evaluating the factors that affect the acceptance of this new
technology by small and medium enterprises. To that end, the technology
acceptance model called Unified Theory of Technology Adoption and Use of
Technology (UTAUT) was adapted to the Big Data context to which an inhibitor was added: resistance to the use of new technologies. The structural model
was assessed using Partial Least Squares (PLS) with an adequate global
adjustment. Among the results, it stands out that a good infrastructure is more
relevant for the use of Big Data than the difficulty of its use, accepting that it is
necessary to make an effort in its implementation.
- Artículos científicos [3120]
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Factors Affecting the Big Data Adoption.pdf
Título: Factors Affecting the Big Data Adoption.pdf
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Título: Factors Affecting the Big Data Adoption.pdf
Tamaño: 795.3Kb
PDFLEER EN FLIP
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