The impact of business intelligence on electronic commerce growth: The mediating role of customer behavior analytics

This paper investigates the influence of Business Intelligence (BI) technologies on the growth of electronic commerce, with a specific emphasis on the mediating impact of Customer Behavior Analytics (CBA). Grounded in the Theory of Planned Behavior (TPB). The paper sample comprised 330 customers who use the Amazon website in Jordan. A survey was utilized to gauge the impact of business intelligence on electronic commerce growth: the mediating role of customer behavior analytics. 282 questionnaires were returned for statistical analysis, adopting the quantitative approach, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The outputs explain that both positive personal attitudes and BI adoption have a significant and positive effect on electronic commerce growth. Moreover, these factors contribute to enhancing CBA, which improves the ability to identify and capitalize on market opportunities in the digital environment. In theory, this study advances TPB by incorporating BI into models of entrepreneurial development. Practically, it offers smart strategies for nurturing a positive entrepreneurial attitude, widening the availability of BI tools, as well as developing electronic commerce ecosystems driven by BI that enhance operations and fuel the success of e-commerce websites.