Understanding the physicians’ usage intention of big data analysis in decision making

The advancement of technology has led to an increase in the use of Big Data Analytics (BDA) in healthcare, particularly in hospitals. BDA is used to analyze large volumes of data to improve healthcare outcomes and hospital efficiency. Despite its benefits, many doctors are hesitant to adopt BDA. This study aims to identify the factors that influence doctors' decisions to use BDA by applying the Individual Technology-Organization-Environment (I-TOE) framework, an adaptation of the original TOE model. Through a survey and structural equation modeling (SEM), the study will explore barriers and motivators for BDA adoption, providing insights for hospital administrators and policymakers.