大数据驱动电子商务创新:全球视角?

M. Sazu
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引用次数: 35

摘要

目的:文献表明大数据是一种竞争优势,可以提升企业的整体绩效。随着大数据(BD)的兴起,电子商务公司正在利用这些工具更多地与客户接触,提供更好的产品,并进行更多创新,以获得竞争优势。然而,过去的实证研究显示出相互矛盾的结果。设计:以资本为基础的视角和公司的惯性概念为基础,我们创建了一个模型来探索BD和BD分析能力如何影响电子商务业务的创新结果。本文对来自美国和亚洲的1703项数据驱动型创新任务进行了为期两年的实证调查。研究结果:我们发现,在BD和BD分析能力之间存在权衡,其中BD的最佳平衡取决于BD分析能力的多少。BD分析能力具有良好的调节作用,即该能力越好,BD对毛利率和销售增长的影响越高。在美国的创新任务中,BD与销售创新呈倒u型关系。对于亚洲的创新任务,在主要数据资本很少的情况下,提升大数据分析能力在一定程度上提高了销售创新和令人厌恶的利润率。政策含义:在此期间建立BD分析能力可能会阻碍创新效率。我们的研究结果对电子商务公司在资源配置和业务分析能力方面的战略选择提供了指导。独创性:一项有限的研究显示了使用BD分析工具推动创新的影响。这是第一批深入探讨使用BD促进电子商务业务创新的文章之一。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Does Big Data Drive Innovation In E-Commerce: A Global Perspective?
Objective: Literature indicates big data is a competitive edge, which boasts a firm’s overall performance. With the rise of big data (BD), e-commerce firms are using the tools to engage more with customers, offer better products, and innovate more to gain a competitive advantage. Nevertheless, past empirical studies have shown conflicting results. Design: Building on the capital-based perspective and the firm’s inertia concept, we created a model to explore how BD and BD analytics capability impact innovation results in e-commerce businesses. We carried out a two-year empirical investigation project to secure empirical data on 1703 data-driven innovation tasks from USA and Asia. Findings: We showed that there is a tradeoff between BD and BD analytics capability, in which the optimum balance of BD depends on the amount of BD analytics ability. BD analytics ability exerts a good moderating impact, that is, the better this capability is, the higher the effect of BD on gross margin and sales growth. For U.S. innovation tasks, BD has an inverted U-shaped relationship with sales innovation. For Asian innovation tasks, when major data capital is minimal, promoting big data analytics capability improves sales innovation and disgusting margin up to a specific point. Policy Implications: Establishing BD analytics capability over that time could prevent innovation efficiency. Our findings offer guidance to e-commerce firms on producing strategic choices about source allocations for BD and BD analytics ability. Originality: A limited research has been carried out to show the impact of using BD analytics tools to drive innovation. This is one of the first articles that dive into using BD to foster innovation in the e-commerce business.
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