دانلود رایگان مقاله انگلیسی تحلیل داده ها و عملکرد شرکت: مطالعه تجربی در پلت فرم B2C آنلاین - الزویر 2018

ABSTRACT

Data analytics has become an increasingly eye-catching practice in both the academic and the business communities. The importance of data analytics has also prompted growing literature to focus on the design of data analytics. However, the boundary conditions for data analytics in creating value have been largely overlooked in the literature. The objective of this article therefore is to examine the business value of data analytics usage and explore how such value differs in different market conditions. We rely on an online B2C platform as our empirical setting and obtain several important insights. First, both demand-side and supply-side data analytics usage has a positive effect on the performance of merchants. Second, when merchants’ product variety is high, the influence of usage toward demand-side data on performance is strengthened, whereas such impact is weakened for supply-side data analytics. Third, when competitive intensity is high, the performance implication of demand-side data analytics usage is strengthened, whereas such impact is not strengthened for supply-side data analytics. This study contributes by advancing the overall understanding of business value of data analytics.

6. Discussion

With this article, we have sought to examine the effects of data analytics usage on performance and explore how these effects differ in different market conditions. Although both demand-side and supplyside data analytics usage has a positive effect on the performance, such effect is contingent upon the merchants’ product variety and competitive intensity. Contrary to our expectation, the influence of usage toward supply-side data analytics on performance is not strengthened by competitive intensity. This may be due to the fact that greater numbers of competing merchants diminish the performance implications of any supply-side operation improvement [56]. Because the market structure becomes more competitive, the performance enhancement due to operational efficiency improvement will be counteracted by the greater numbers of competing merchants. To overcome the negative performance implications of increased competition, merchants must use the supply-side data analytics to improve their operational efficiency to a greater extent. Therefore, the moderating role of competitive intensity in the enhancing effect of usage toward supply-side data analytics is non-significant.