How and when do big data investments pay off? The role of marketing affordances and service innovation
How and when do big data investments pay off? The role of marketing affordances and service innovation
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大数据投资如何以及何时获得回报？营销支持与服务创新的作用
DOI：
10.1007/s11747-020-00739-x
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发表时间：
2020-08-05
影响因子：
18.2
通讯作者：
Rossi, Andrea
中科院分区：
文献类型：
--
作者：
De Luca, Luigi M.;Herhausen, Dennis;Rossi, Andrea
大数据技术和分析能够实现新的数字服务，并且通常与上级性能相关联。然而，投资大数据的公司往往无法获得这些优势。为了回答大数据如何以及何时获得回报的问题，营销学者需要新的理论方法和经验工具来解释数字化世界。基于启示理论，作者开发了一个新颖的，概念严谨的，以实践为导向的大数据投资对服务创新和绩效的影响框架。能力表示行动的可能性，即具有特定目标和能力的个人或组织可以使用技术做什么。作者概念化和操作化了三个重要的大数据营销启示：客户行为模式发现，实时市场响应和数据驱动的市场双元性。实证分析建立了结构效度，并提供了一个初步的法理学测试的直接，间接和大数据营销启示的感知大数据性能的条件影响。
Big data technologies and analytics enable new digital services and are often associated with superior performance. However, firms investing in big data often fail to attain those advantages. To answer the questions of how and when big data pay off, marketing scholars need new theoretical approaches and empirical tools that account for the digitized world. Building on affordance theory, the authors develop a novel, conceptually rigorous, and practice-oriented framework of the impact of big data investments on service innovation and performance. Affordances representaction possibilities, namely what individuals or organizations with certain goals and capabilities can do with a technology. The authors conceptualize and operationalize three important big data marketing affordances: customer behavior pattern spotting, real-time market responsiveness, and data-driven market ambidexterity. The empirical analysis establishes construct validity and offers a preliminary nomological test of direct, indirect, and conditional effects of big data marketing affordances on perceived big data performance.