Resumen

HERNANDEZ PEREZ, Luis Manuel  y  MULLER PEREZ, Jessica. Big Data Analytics Adoption in SMEs. Investig. adm. [online]. 2024, vol.53, n.134, 00001.  Epub 07-Dic-2024. ISSN 2448-7678.  https://doi.org/10.35426/iav53n134.01.

The objective of this research was to identify the factors that affect the adoption of Big Data Analytics in small and medium-sized companies in Puebla, Mexico, and its effect on business performance and the analysis of consumer behavior, based on the TOE model, for this PLS-SEM modeling method was applied. The findings revealed that relative advantage, compatibility, and external support positively affected the adoption of BDA and, in turn, business performance and knowledge of consumer behavior. This research is original since it initiates a conceptual framework for adopting BDA for Mexican SMEs, and thus, be able to take advantage of the adoption of that technology. Furthermore, one of the limitations is that it was only carried out in the state of Puebla and SMEs, so it can be replicated in other states and larger companies.

Palabras llave : Big Data Analitycs; TOE Model; SMEs; adoption intention; PLS-SEM.

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