Factors Affecting the Adoption and Use of Big Data and The Moderating Effect of Information Quality

Abstract

This research aims to explore the impact of various factors on the adoption and application of big data in small and medium-sized enterprises (SMEs) operating in the service sector in the Hashemite Kingdom of Jordan. The research employs a quantitative analytical methodology, grounded in the theory of technology, organization, and environment. The research aims, firstly, to assess the impact of various technical, organizational, and environmental factors on the adoption and use of big data, and secondly, to explore the moderating role of information quality. The research population comprises Jordanian SMEs operating in the service sector. This study was conducted with the participation of the company's managers and executives, and included a sample of 271 individuals. A questionnaire was used to collect the required data, which was then analyzed using the SmartPLS structural equation modeling technique. According to the study's findings, several technical, organizational, and environmental factors positively influence big data implementation processes. Furthermore, the study revealed a significant moderating effect of information quality. In other words, the study concluded that the successful adoption of big data by SMEs is possible if there is integration between the various dimensions of the TOE framework and information quality, particularly in the areas of management and organization. This will contribute to raising the efficiency of the Jordanian services sector and enhancing its competitiveness.