Determinants of Intention to Adopt Big Data in Palestinian SMEs: Organizational Innovativeness as a Moderator

Big data (BD) adoption has been receiving growing attention in practice and theory, as it offers immense opportunities and benefits despite facing various barriers to adoption. Developing countries, such as Palestine, view BD as highly significant despite encountering challenges that hinder its adoption. This study focuses on determining the factors that drive the adoption of BD in the context of Palestinian small and medium-sized enterprises (SMEs). Specifically, the research investigates the impact of technological, organizational, and environmental factors on the intention to adopt BD using (PLS-SEM). This paper gathered data from 272 SME owners and managers in Palestine. The study found that relative advantage, compatibility, complexity, top management support, and vendor support are significant factors that affect the intention to adopt BD. However, the organizational readiness and pressure of competition were insignificant. Furthermore, organizational innovativeness was identified as a moderating factor influencing the association between relative advantage, organizational readiness, competitive pressure, and BD adoption intention. The outcomes of this research support business administration and the tactical application of data analytics in today's evolving market conditions. This is relevant for academics and professionals who aspire to embrace big data in emerging economies.