Data analytics and firm performance: An empirical study in an online B2C platform
Data analytics and firm performance: An empirical study in an online B2C platform
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数据分析与公司绩效：在线 B2C 平台的实证研究
DOI：
10.1016/j.im.2018.01.004
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发表时间：
2018-07
影响因子：
9.9
通讯作者：
Xiaofeng Yu
中科院分区：
文献类型：
--
作者：
Peijian Song;Chengde Zheng;Cheng Zhang;Xiaofeng Yu
在学术界和商界，数据分析已成为一种日益引人注目的做法。数据分析的重要性也促使越来越多的文献将重点放在数据分析的设计上。然而，数据分析在创造价值方面的边界条件在很大程度上被文献忽视了。因此，本文的目标是检查数据分析使用的商业价值，并探索这种价值在不同市场条件下的差异。我们依赖于一个在线B2C平台作为我们的经验背景，并获得了几个重要的见解。首先，需求侧和供给侧数据分析的使用对商家的业绩都有积极的影响。第二，当商家的产品种类较多时，对需求方数据的使用对绩效的影响增强，而对供给方数据分析的影响减弱。第三，当竞争强度较高时，需求侧数据分析使用的性能影响会增强，而供给侧数据分析的这种影响不会增强。这项研究有助于促进对数据分析业务价值的全面理解。
Data analytics has become an increasingly eye-catching practice in both the academic and the business communities. The importance of data analytics has also prompted growing literature to focus on the design of data analytics. However, the boundary conditions for data analytics in creating value have been largely overlooked in the literature. The objective of this article therefore is to examine the business value of data analytics usage and explore how such value differs in different market conditions. We rely on an online B2C platform as our empirical setting and obtain several important insights. First, both demand-side and supply-side data analytics usage has a positive effect on the performance of merchants. Second, when merchants’ product variety is high, the influence of usage toward demand-side data on performance is strengthened, whereas such impact is weakened for supply-side data analytics. Third, when competitive intensity is high, the performance implication of demand-side data analytics usage is strengthened, whereas such impact is not strengthened for supply-side data analytics. This study contributes by advancing the overall understanding of business value of data analytics.
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