Applying Huge Records to Understand Consumer Performance

摘要

This  paper  aims  to  evaluate  the  potential  benefits  of  incorporating  big  data  in  the  study  of consumer behaviour. The methodology involves  summarizing the opportunities and changes that big data can introduce to consumer behavior research. The findings suggest that big data can  enhance  our  understanding  of  the  consumer  decision-making  process  at  every  stage. Traditionally,   consumer   behaviour   research   relied   on   a   priori   theory   followed   by experimentation, but the advent of big data may alter the feedback loopbetween theory  and results. One of the limitations of this research lies in the emergence of a new data culture in marketing  practice,  advocating  for  inductive  data  processing  and  A/B  testing  over  human intuition-based   deduction.   This   approach   opens   up   possibilities   for   utilizing   various secondary data sources. However, the use of big data may also be constrained by issues such as  poor  data  quality,  unrepresentativeness,  and  volatility.  From  a  practical  standpoint, managers  seeking  insights  into  consumer  behaviour  will  require  new  skill  sets,  including proficiency in Big Data consumer analytics. Nonetheless, embracing big data in the study of consumer  behaviour  offers  the  potential  for  evolution  and  progress  amid  the  big  data revolution.