Quantifying the Benefits of Implementing Big Data Analytics on Consumers’ Online Purchase Intentions in e-Commerce

The digital revolution has reshaped the global economy, especially e-commerce. Innovative technologies such as big data analytics, artificial intelligence, and cloud computing drive this transformation, enabling companies to make informed business decisions and influence consumers’ online purchasing behaviour. This study explores empirical evidence for the benefits of using big data analytics (BDA) to influence consumers’ online purchasing decisions in e-commerce. Primary data was collected via an online survey targeting 300 customers with online shopping experience on platforms that have adopted the digital technologies of BDA. Statistical methods used in this study included questionnaire design, reliability test, descriptive analysis, and multiple regression modelling and diagnostics. The findings indicate that the benefits of implementing BDA in e-commerce for information search, recommendation systems, consumer services, dynamic pricing, security and fraud detection are strongly associated with consumers’ online purchasing intentions. The study underscores the importance of businesses leveraging BDA, as the benefits significantly and positively impact consumers’ purchasing intentions in e-commerce while addressing security and fraud detection concerns that undermine its advantage. Nevertheless, we encourage all companies to leverage BDA implementation in their digital marketplace, which ultimately contributes to achieving e-commerce goals, such as increased market reach, cost reduction, and revenue growth.