This research investigates how individuals are influenced to use big data analytics (BDA) and how such influence effects will be different among potential users. The study draws on elaboration likelihood model (ELM) to develop a theoretical research model by which two influence processes, BDA perceived information quality and BDA provider credibility, are compared to predict critical determinants of BDA usefulness and BDA intention to use. The study will investigate how these influence processes are moderated by data analytics skills and analytical thinking style. Survey-based research will be outlined to test the proposed research model using structural equation modeling techniques. Prospective contributions to theory and practice are also explained.



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