Pre-Publicación
Factors affecting the big data adoption as a marketing tool in SMEs
Registro en:
1865-0929
Corporación Universidad de la Costa
REDICUC - Repositorio CUC
Autor
Viloria Silva, Amelec Jesus
Hernández-Fernández, Lissette
Torres Cuadrado, Esperanza Margarita
Mercado Caruso, Nohora Nubia
Rengifo Espinosa, Carlos
Acosta Ortega, Felipe
Hernández P, Hugo
Jimenez Delgado, Genett Isabel
Institución
Resumen
The change brought by Big Data about the way to analyze the data is
revolutionary. The technology related to Big Data supposes a before and after in
the form of obtaining valuable information for the companies since it allows to
manage a large volume of data, practically in real time and obtain a great volume
of information that gives companies great competitive advantages. The objective
of this work is evaluating the factors that affect the acceptance of this new
technology by small and medium enterprises. To that end, the technology
acceptance model called Unified Theory of Technology Adoption and Use of
Technology (UTAUT) was adapted to the Big Data context to which an inhibitor was added: resistance to the use of new technologies. The structural model
was assessed using Partial Least Squares (PLS) with an adequate global
adjustment. Among the results, it stands out that a good infrastructure is more
relevant for the use of Big Data than the difficulty of its use, accepting that it is
necessary to make an effort in its implementation. Universidad Peruana de Ciencias Aplicadas, Universidad de la Costa, Fundación Universitaria Popayán, Corporación Universitaria Latinoamericana, Corporación Universitaria Reformada.