The Impact of Big Data Analytics on Customers' Online Buying

Abstract

Big data ultimately provide assistance in the security of online different processes like payments. It can also integrate many related payment functions into a centralized platform that enable the simple descriptive analytics. It is important to evaluate the regular organizational activities regarding collection and distribution of large amounts of data from many different sources to support organizations managers' knowledge and perspectives. A lot of e-commerce business in different sectors believe that Big Data Analytics (BDA) is the most effective method provide and reveal new insights and effectively formulate the business activities. Big data in th e e-commerce is a form leverage the BDA to enhance the consumer engagement, personalize the customer experience, and increase the sale volumes. Big data e-commerce also engages the customers in two ways: personalized recommendations and increased availability of the product information. The key objective of this study is to explore the effects of BDA on customers' online behaviours to examine whether the BDA is important as stated by firms.