Volume 20, Article 2

Factors affecting the Adoption Intention of Big Data Analytics: An Exploratory Analysis in Bangladeshi Context

Mohammad Faruk*

Abstract: Big data analytics is a new phenomenon which means analyzing data that are characterized by 7 Vs – Volume, Velocity, Variety, Veracity, Variability, Visualization, and Value with cloud based modern technology such as R programming and which cannot be analyzed with traditional software such as Microsoft Excel or SPSS. After literature review, this study has found that companies mostly use big data analytics for four themes: responding in real time to customers, maintaining personalized products and communication, failure of existing data analysis system, and analyzing social media data. This study adopts interpretivism research philosophy and exploratory research design. As sample, 20 IT experts of different companies were depth interviewed on a pretested interview guideline. Responses were analyzed with QSR NVivo software and it is found that respondents do not use big data analytics for maintaining personalized communication and products, but they do so for other three themes.

Key words: Big Data Analytics, real time response, social media data, internet.

* Lecturer, Faculty of Business Administration, University of Science and Technology Chittagong (USTC), Khulshi, Chattogram, Bangladesh. E-mail: mohammadfaruk.du.mkt@gmail.com