The Effects of Pros and Cons of Applying Big Data Analytics to Enhance Consumers' Responses

When it concerns to the pros and cons of big data analytics, the recent discussion in Information Technology topic (IT) has been all about big data use in the business. The benefits of big data can support and assist the enterprises in streamlining their processes, improving efficiency, and saving costs. With the improvement of IT, more volumes of data are flowing into modern organizations. Data is now becoming larger and further complex as a result of the ongoing accumulation of information from several devices and platforms such as smartphones, personal computers, government documents, as well social networks. Most of the businesses in developed countries have embraced the emerging Big Data Analytics (BDA) paradigm which has increased the motivation of researchers and business professionals in a way to evaluate its ramifications for company objectives and challenges. However, there is a lack of research study that broadens the limited understanding the customer’s perceptions and attitudes toward applications of big data analytics. The main goal of this study is to address the pros and cons of adopting BDA as it pertains to how customers behave in an e-commerce context.