Exploring the Relationship between Perceived Big Data Advantages and Online Consumers’ Behavior: An Extended Hierarchy of Effects Model

Abstract

This study intends to extend the hierarchy of effects model into the reality of the tourism industry after incorporation of information and communication technologies. Data analyses were conducted on 260 online questionnaires. The findings indicated consumer behavior follows a three-layer model: Attention-Intention/Desire-Action/Sharing-Social Awareness. Among big data advantages, recommendation system, information search and improved customer service are important to Attention-Intention; information search, dynamic pricing are important to Desire-Action with customer service (lower significance level); only customer service is important to Sharing-Social awareness. This model allows understanding of consumers’ behavior in online tourism as tourists are often sharing their experiences and raise awareness on service quality from e-vendors. Organizations might use big data to guarantee customers’ satisfaction and attract positive feedback particularly from the third layer of behavior.