Modeling the Big Data Impact on Business Value Considering the Mediating Factor of Innovation in IT and Electronic Commerce Companies

In the digital age, data can be considered as the most important organizational resource. Given the increasing volume, velocity and variety of data in Iranian businesses, it has become a concern for their executives how to gain innovation as well as business value from data. In this regard, the purpose of this study is to investigate the role of big data and related analytics on innovation and then on business value using survey method. The study population was 158 Iranian businesses in Information Technology and E-business sector. In this case, businesses were questioned through judgmental sampling and questionnaires were analyzed via structural equation modeling (SEM). The results showed that the characteristics of big data have a positive and significant effect on big data analytics in those organizations. It was also found that data analytics in the businesses have a positive impact on the innovation and business value of the firms. Moreover, the impact of big data-driven innovation on business value creation in Iranian digital businesses has been confirmed. Also, the research results confirm the significant relationship between big data characteristics and innovation. Finally, the mediating role of innovation on the relationship between big data analytics and business value was approved. The results showed that innovations resulting from the analysis of large volumes of diverse data can lead to business value in Iranian businesses.