Unlocking Business Intelligence and Data Analytics Adoption Patterns: Insights from Jordanian Higher Education Institutions

There is a significant change in operational approaches, especially in business intelligence solutions, due to the application of modern technologies at Jordan's universities. However, further research is required. Faculty and staff are often reluctant to accept these technologies, as they are used to traditional teaching approaches. This highlights the importance of examining these change dynamics. To gain more insight into this issue, a questionnaire was created based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model and distributed to 587 participants in 12 prominent Jordan universities. Structural equation modeling was deployed to assess the fit of the model to the data and determine whether the hypothesized relationships are supported. The findings indicated that there was a strong behavioral intention among staff and faculty members to embrace business intelligence solutions in their professional roles. This study discusses the positive and negative factors that affect the adoption of business intelligence in Jordanian higher education institutions. It is widely believed that these variables are critical in university management as they help relevant individuals make informed decisions about future investments and implement new technologies into institutional practices.