Pacific Asia Journal of the Association for Information Systems


Although business intelligence has been a research area in information systems for a long time, it becomes a bandwagon recently after combining with the ever-increasing online data and big data analytics. It allows managers to uncover useful knowledge from a large volume of dynamic data. I think one major reason for such a movement is that scholars can analyze real world behavioral data, rather than keep predicting behavioral intention. I am not saying intention is not useful, but it is interesting if we can go beyond intention to see more real behavior.