Data-based drivers of big data analytics utilization: moderating role of IT proactive climate

PurposeThis study uses the resource-based view (RBV) and isomorphism to investigate the influence of data-based resources (i.e. bigness of data, data accessibility (DA) and data completeness (DC)) on big data analytics (BDA) use under the moderation effect of organizational culture (i.e. IT proactive climate). It also analyzes the possible relationship between BDA implementation and value creation.Design/methodology/approachThe empirical validation of the research model was performed through a cross-sectional procedure to gather survey-based responses. The data obtained from a sample of 190 IT executives having relevant educational backgrounds and experienced in the field of big data and business analytics were analyzed using structural equation modeling.FindingsBDA usage can generate significant value if supported by proper levels of DA and DC, which are benefits obtained from the bigness of data (high volume, variety and velocity of data). In addition, data-driven benefits have stronger impacts on BDA usage in firms with higher levels of IT proactive climate.Originality/valueThe present paper has extended the existing literature as it demonstrates facilitating characteristic of data-based resources (i.e. DA and DC) on BDA implementation which can be intensified with an established IT proactive climate in the firm. Additionally, it provides further theoretical and practical insights which are illustrated ahead.