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خانه مقالات-Article مقالات کامپیوتر-Computer Articles داده های عظیم-Big data Big data analytics in E-commerce: a systematic review and agenda for future research
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Big data analytics in E-commerce: a systematic review and agenda for future research

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Big data analytics in E-commerce: a systematic review and agenda for future research

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ABSTRACT

There has been an increasing emphasis on big data analytics (BDA) in e-commerce in recent years. However, it
remains poorly-explored as a concept, which obstructs its theoretical and practical development. This position paper explores BDA in e-commerce by drawing on a systematic review of the literature. The paper presents an interpretive
framework that explores the definitional aspects, distinctive characteristics, types, business value and challenges of BDA in the e-commerce landscape. The paper also triggers broader discussions regarding future research challenges and opportunities in theory and practice. Overall, the findings of the study synthesize diverse BDA concepts (e.g., definition of big data, types, nature, business value and relevant theories) that provide deeper insights along the cross-cutting analytics applications in e-commerce

INTRODUCATION

In the past few years, an explosion of interest in big data has occurred from both academia and the e-commerce industry. This explosion is driven by the fact that e-commerce firms thatinject big data analytics (BDA) into their value chain experience 5–6 % higher productivity than their competitors A recent study by BSA Software Alliance in the United States (USA) indicates that (McAfee and Brynjolfsson 2012).
BDA contributes to 10 % or more of the growth for 56 % of firms (Columbus 2014). Therefore, 91 % of Fortune 1000 companies are investing in BDA projects, an 85 % increase from the previous year (Kiron et al. 2014a). While the use of emerging internet-based technologies provides e-commerce firms with transformative benefits (e.g., real-time customer service, dynamic pricing, personalized offers or improved interaction)
(Riggins 1999), BDA can further solidify these impacts by enabling informed decisions based on critical insights
(Jao 2013). Specifically, in the e-commerce context, “big data enables merchants to track each user’s behavior and connect the dots to determine the most effective ways to convert onetime customers into repeat buyers” (Jao 2013,p.1). Big data analytics (BDA) enables e-commerce firms to use data more efficiently, drive a higher conversion rate, improve decision making and empower customers (Miller 2013)

Publisher : Springer

Year : 2016

By : Shahriar Akter & Samuel Fosso Wamba

File Information : English Language/22 Page / Size :400 K

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ناشر : Springer

سال : 2016

کاری از : Shahriar Akter & Samuel Fosso Wamba

اطلاعات فایل : زبان انگلیسی /22 صفحه /حجم :400 K

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