Prabha Kiran ¹, S. Vasantha ¹

Affiliations
1 School of Management Studies, Vels University, Pallavaram, Chennai - 600117, Tamil Nadu, IN

Abstract

Objective: Big Data refers to the overwhelming amount of data that is being captured today by society, computers, cell phones and the internet. These data sets are so large and are of varied in nature, type and format that it becomes difficult to actually capture, manage, analyze, transform, model and organize this unstructured data for realizing company’s goal of discovering information and gain insights into consumer purchasing behavior. The paper attempts to offer this understanding of insights into consumer’s requirements through studying this social media big data. Methods/Statistical Analysis: The paper proposes that Social Media and Big Data are related to development of consumer purchase behavior. The unstructured data that is generated also known as User Generated Data (UGC) plays a very important role in forming consumer purchase intention. Findings: Through this study it was found that the new paradigm shift in the consumer’s purchase intention is driven by Social Media and Big Data. The researcher has found a perfect model fit using Structural Equation Modeling and proven through hypothesis that Social Media and Big data combined together are responsible to generation of UGC’s which impact purchase intention of consumers. Application/Improvement: the paper proposes that social media and big data are intersecting each other in a novel way and new methods and techniques need to be developed in order to get better insights into the unstructured data so that consumer requirements are better understood by marketers.

Keywords

Big Data, Consumer Behavior, Purchase Intension, Social Media.

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Abhishek Srivastva ¹, Prabha Kiran ²

Affiliations
1 School of Management Sciences, Varanasi - 221011, Uttar Pradesh, IN
2 School of Management Studies, Vels University, Chennai - 600117, Tamil Nadu, IN

Abstract

Background/Objectives: No organization can succeed if customers are not taken into confidence. The organizations must listen to its customers and stakeholders and adapt to their changing needs and preferences in the modern business practices connected with e-commerce. Social Media, Mobile, Analytics and Cloud Computing collectively referred as SMAC, the new addition suggested by the paper is Internet of Thing that has found to have a strong impact in transforming the customer experience, thus renaming SMAC as SMACT. Methods/Statistical Analysis: The paper focuses on impact of SMACT in E-commerce market place. The paper also attempts to analyses the drivers of SMACT that are responsible for transforming customer experience. Further the paper studies the strategies associated with SMACT for development of E-Commerce. An in-depth literature review was carried out to study the SMAC and IOT effect on customer transformation. A structured questionnaire was developed for studying the adoption of SMACT technology for better e-commerce experience. Statistical software package, SPSS 20 was used to analyze the questionnaire. Findings: It was found that drivers like Security, reliability, Integration, discoverability and Interoperability are transforming the customer experience through SMACT adoption and organizations also are encouraging their customers to accept these technologies. Organizations are also developing specific business strategies for incorporating these technologies in their business models. Application/Improvement: Internet of Things has found its footholds in modern technologies among customers and they are readily accepting them as a part of their lives. Social Media, Mobile, Analytics and Cloud Computing are, hence incomplete without incorporation of "Internet of Things". The paper hence proposes that the IOT should also be studied along with other SMAC technologies and be called as SMACT.

Keywords

E-Commerce, Internet of Things (IoT), SMAC, Transformation.

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Prabha Kiran ¹, S. Vasantha ¹

Affiliations
1 School of Management Studies, Vels University, Chennai – 600117, Tamil Nadu, IN

Abstract

Background/Objectives: Transformation is an ever changing phenomenon which can impact various spheres of consumer decision making. Attitudes can shape consumer's minds, make them prefer or ignore objects and products. Hence, the consumer behaviors are impacted by attitudes and force them to behave in a quite consistent way toward comparable objects. The unprecedented rise in social media usage and its impact on consumer's attitude is also very evident. The study attempts to specify the factors affecting consumer's attitude towards purchase intention of automobile giving special reference to cars. Methods/Statistical Analysis: In this context consumer based attitude scale was developed and a questionnaire was completed by respondents who either have purchased a car in last one year or are willing to purchase one in next one year. Frequency, t-test, One way Anova and factor analysis were used for data analysis using SPSS 20.0. Findings: In the end five factors were found to have strong impact on consumer's attitude towards development of purchase intension of cars. It was also found that Attitude of males and females towards car related information search on social media are different from each other. The study also found that there is significant difference in social media information search related to car factors (Economical, Functional and Psychological) considered for purchasing a car between male and female. Applications/Improvements: There is a meaningful relationship between the car related factors (economical, functional and psychological) with respect to their incomes and family types. There was a significant relationship between income and economical car factors. Income was found to have a significant relationship with psychological factors as well. In terms of family types it was found that car factors had a significant relationship. Hence marketers can focus on that aspects too while advertising via social media.

Keywords

Attitude, Purchase Intention, Social Media, Transformation.

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