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Comparing Mediation Effect of Functional and Emotional Value in the Relationship between Pros of Applying Big Data

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  • Shu-Yi Liaw
  • Thi Mai Le

Abstract

Applying Big Data analytics application brings many benefits for e-vendors and customers. Exploring the effect of consumer perceived value to consumers¡¯ responses under applying Big Data analytics is lacking. And, what kind of perceived values do customers have more concerns under Big Data era. Therefore, the aims of this study are to analyze relationship between pros of applying Big Data analytics and Consumers¡¯ responses under multiple mediators of perceived values as functional value and emotional value. Data analysis was done in a sample of 349 respondents. The results show that applying Big Data analytics have significant positive effect on customers¡¯ responses. Functional and emotional values act as important mediators on the relationship between applying Big Data analytics and consumers¡¯ responses. There are no significant different between mediator effect of functional value and emotional value. The findings of this study will have implications for e-vendors to understand the important mediator of perceived value on customers¡¯ responses under Big Data analytics era.

Suggested Citation

  • Shu-Yi Liaw & Thi Mai Le, 2017. "Comparing Mediation Effect of Functional and Emotional Value in the Relationship between Pros of Applying Big Data," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 66-75, August.
    • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:4:p:66-75
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    References listed on IDEAS

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    More about this item

    Keywords

    e-commerce; Big Data analytics; functional value; emotional value; customers¡¯ responses;
    All these keywords.

    JEL classification:

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

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