Impact of Big Data Analytics on Indian E-Tailing from SCM to TCS

• 영문명: Impact of Big Data Analytics on Indian E-Tailing from SCM to TCS
• 발행기관: 한국유통과학회
• 저자명: Avinash BM Divakar GM Rajasekhara Mouly Potluri Megha B
• 간행물 정보: 『유통과학연구(JDS)』제22권 제8호, 65~76쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.08.31

국문 초록

Purpose: The study aims to recognize the relationship between big data analytics capabilities, big data analytics process, and perceived business performance from supply chain management to total customer satisfaction. Research design, data and methodology: The study followed a quantitative approach with a descriptive design. The data was collected from leading e-commerce companies in India using a structured questionnaire, and the data was coded and decoded using MS Excel, SPSS, and R language. It was further tested using Cronbach's alpha, KMO, and Bartlett’s test for reliability and internal consistency. Results: The results showed that the big data analytics process acts as a robust mediator between big data analytics capabilities and perceived business performance. The ‘direct, indirect and total effect of the model’ and ‘PLS-SEM model’ showed that the big data analytics process directly impacts business performance. Conclusions: A complete indirect relationship exists between big data analytics capabilities and perceived business performance through the big data analytics process. The research contributes to e-commerce companies' understanding of the importance of big data analytics capabilities and processes.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Aims

4. Methodology

5. Results

6. Discussion

7. Conclusion

References

키워드

Big Data Analytics E-tailing Big Data Analytics Capabilities Big Data Analytics Process Business Performance Supply Chain Management (SCM) Total Customer Satisfaction (TCS)