University of Twente Student Theses


Cross-functional big data integration: applying the UTAUT model

Brünink, L.A. (2016) Cross-functional big data integration: applying the UTAUT model.

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Abstract:To successfully exploit Big Data for competitive advantage, data scientists and domain experts need to work hand in hand. This poses a challenge to most companies as they need to ensure that stakeholders from all functional levels are willed to integrate Big Data into their day-to-day activities and decision-making processes. By adapting the Unified Theory of Use and Acceptance of Technology (UTAUT) to the context of Big Data, this study makes a first approach to explore the factors that drive Big Data acceptance across different functional levels. The results reveal that Performance Expectancy, Business Value Expectancy, and Social Influence have significant positive effects on Big Data adoption intention. Moreover, they indicate that high levels of data-usage experience and data-driven decision-making behavior have a negative moderating effect on Big Data adoption intention. Based on the research findings, first managerial implications are derived and discussed to assist organizations in their initial Big Data implementation phase.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:02 science and culture in general
Programme:Business Administration MSc (60644)
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