Big Data Analytics Usage and Business Performance: Integrating the Technology Acceptance Model (TAM) and Task Technology Fit (TTF) Model

Abstract

The purpose of this study is to propose a unified model integrating both the technology acceptance model (TAM) and task technology fit (TTF) model, and explore the organizational and environmental fit of the integrated model in order to investigate usage of Big Data Analytics and its effect on business performance. A questionnaire was used to collect data from 280 companies in CPG & Retail, Healthcare, Banking and Telecom in India. The data were analysed using exploratory and confirmatory factor analyses. Further, structural equation modelling was used to test the proposed model. The findings show that the research model for integrating the TAM for adoption and TTF model for utility provides a more comprehensive understanding of Big Data Analytics usage. The study identified task technology fit , individual technology fit, organizational data fit, organizational process fit, and business strategy fit as Tidd important variables for affecting Big Data Analytics usage using perceived ease of use (PEOU) and perceived usefulness (PU) as mediating variables. Competitive fit and partner support/customer fit were also found to be directly affecting Big Data Analytics usage, which in turn has significant influence on business performance. The model explained 71.4 percent of Business performance. The integrated model may be used as a guideline to ensure a positive outcome of Big Data Analytics usage in organizations. This study combined both the key ideas of TAM and TTF to show that they were necessary in predicting Big Data Analytics usage and business performance.