Identifying Factors that Affects Entrepreneurs to Use Data Mining for Analytics

As technology advances, data mining has become essential for businesses, enabling them to extract valuable insights from vast datasets to enhance business. This study examines the factors influencing data mining adoption among entrepreneurs using the Technology-Organization- Environment (TOE) framework. Key factors include perceived complexity, compatibility, relative advantage, top management support, and organizational readiness. Data was collected via an online survey and analyzed using the PLS-SEM method. Findings indicate that Perceived Complexity, Top Management Support, Innovativeness, Organizational Readiness, and Risk in Outsourcing has a significant influence towards intention to adopt data mining, while the remaining have limited impact towards the intention to adopt data mining. The study acknowledges certain limitations, such as a limited sample size and demographic coverage, which may affect the generalizability of the results. Additionally, the research employs a quantitative approach, potentially overlooking nuanced individual experiences. Future studies should consider a more diverse participant base and adopt mixed methods to gain deeper insights. These insights provide a comprehensive understanding of the determinants affecting entrepreneurs’ decisions to implement data mining, highlighting areas for further research and practical application.