Investigating the Effects of the Big Data Analytics on Customer Response in Online Purchases

Abstract

Purpose: The concept of big data has gained tremendous attention in recent years. Most businesses are now looking for possible ways to understand the effects of big data on business settings and how it can help to achieve a competitive edge for the business. The current study however endeavors to investigate the effects of big data analytics (BDA) in predicting customer response to online purchases.Design/Methodology/Approach: The survey was conducted and collected data from the students at universities that exist in Peshawar city. A total of 400 students participated in the study for the period of 1st to 30th April 2022. A total of 235 respondents responded accurately and filled out the questionnaire, and the remaining were outliers and excluded from the study. Results: The results showed that the information search, dynamic prices, recommendation system, and customer services have a significant positive impact on the responses of the customers whereas security concerns, shopping addictions, and group influences have a significant negative impact on responses of the customers.
 Contribution: The study will be useful for developing influential policies for the companies by finding the factors affecting customer response in a multi-cultural environment through using BDA. It will also allow the customers to understand their practices more clearly in the era of BIG Data.