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Exploring the Relationship between Perceived Big Data Advantages and Online Consumers’ Behavior: An Extended Hierarchy of Effects Model

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  • Jean-Luc Pradel Mathurin Augustin
  • Shu-Yi Liaw

Abstract

This study intends to extend the hierarchy of effects model into the reality of the tourism industry after incorporation of information and communication technologies. Data analyses were conducted on 260 online questionnaires. The findings indicated consumer behavior follows a three-layer model- Attention-Intention/Desire-Action/Sharing-Social Awareness. Among big data advantages, recommendation system, information search and improved customer service are important to Attention-Intention; information search, dynamic pricing are important to Desire-Action with customer service (lower significance level); only customer service is important to Sharing-Social awareness. This model allows understanding of consumers’ behavior in online tourism as tourists are often sharing their experiences and raise awareness on service quality from e-vendors. Organizations might use big data to guarantee customers’ satisfaction and attract positive feedback particularly from the third layer of behavior.

Suggested Citation

  • Jean-Luc Pradel Mathurin Augustin & Shu-Yi Liaw, 2020. "Exploring the Relationship between Perceived Big Data Advantages and Online Consumers’ Behavior: An Extended Hierarchy of Effects Model," International Business Research, Canadian Center of Science and Education, vol. 13(6), pages 1-73, June.
    • Handle: RePEc:ibn:ibrjnl:v:13:y:2020:i:6:p:73
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    References listed on IDEAS

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    1. Lee, In, 2017. "Big data: Dimensions, evolution, impacts, and challenges," Business Horizons, Elsevier, vol. 60(3), pages 293-303.
    2. Marko Polic, 2009. "Decision Making: Between Rationality and Reality," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 7(2), pages 78-89.
    3. Constantiou, Ioanna D & Kallinikos, Jannis, 2015. "New games, new rules: big data and the changing context of strategy," LSE Research Online Documents on Economics 63017, London School of Economics and Political Science, LSE Library.
    4. Bilgihan, Anil & Barreda, Albert & Okumus, Fevzi & Nusair, Khaldoon, 2016. "Consumer perception of knowledge-sharing in travel-related Online Social Networks," Tourism Management, Elsevier, vol. 52(C), pages 287-296.
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    1. Jean-Luc Pradel Mathurin Augustin & Shu-Yi Liaw, 2020. "Does Gender, Age and Usage Matter in Big Data’s Perception Applied in Online Tourism?," Journal of Management and Sustainability, Canadian Center of Science and Education, vol. 10(2), pages 1-1, December.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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