Does big data mean big knowledge? Integration of big data analysis and conceptual model for social commerce research

The Big Data era has descended on many communities, from governments and e-commerce to health organizations. Information systems designers face great opportunities and challenges in developing a holistic big data research approach for the new analytics savvy generation. In addition business intelligence is largely utilized in the business community and thus can leverage the opportunities from the abundant data and domain-specific analytics in many critical areas. The aim of this paper is to assess the relevance of these trends in the current business context through evidence-based documentation of current and emerging applications as well as their wider business implications. In this paper, we use BigML to examine how the two social information channels (i.e., friends-based opinion leaders-based social information) influence consumer purchase decisions on social commerce sites. We undertake an empirical study in which we integrate a framework and a theoretical model for big data analysis. We conduct an empirical study to demonstrate that big data analytics can be successfully combined with a theoretical model to produce more robust and effective consumer purchase decisions. The results offer important and interesting insights into IS research and practice.