Research On Paths Of Big Data Driven Business Model Innovation Based On The Perspective Of Managerial Cognition

The emergence of new information technologies and the application mode, the global data shows explosive growth. The "big data" era is coming [1][2][3]. The arrival of big data era has brought new challenges and opportunities to the enterprises. The explosive growth of enterprise data challenges the existing data storage capability,data processing capability, data application capability. It leads companies to re-examine the suitability of the current IT equipment,IT staffing, and the organizational processes. The data become a new strategic resource after human resource, financial resource and material resource. Huge commercial value of the data will bring lower cost threshold and more innovation opportunities to the enterprise. Original business model no longer adapts to the environmental change. How to exploit the commercial value of big data fully is the key for enterprises to meet the opportunities and challenges,even to shape their core competitiveness. This also created a problem of great theoretical and practical significance:How does big data drives business model innovation? Throughout the existing researches, it is widely recognized that big data would be a key role in promoting the business innovation. But the research about the relation of big data and business model innovation is rare. Based on the domestic and overseas research, combined with resource-based theory, dynamic capability theory, cognitive theory, This paper will discuss the following questions:How does big data drive business model innovation? What is big data capability? what are the big data capability dimensions? What is the role of rational decision-making in big data-driven business model innovation process?To answer these questions, A questionnaire study has been done for 143 PRD to obtain the reality of the PRD.The study use structural equation modeling (SEM) method to test assumptions and theoretical models. The conclusions are as follows:(a) Resources integration capaciity has a significant positive impact on business model innovation; (b) Real-time insight and prediction capability have a significant positive impact on business model innovation; (c) Real-time insight and prediction capability have a significant positive influence to the rationality in decision decision-making. (d) The rationality in decision-making plays an intermediary role in the relationship of real-time insight and prediction capability and business model innovation.Depending on the results, the study recognizes that companies should focus on training their big data capacity. Big data capacity will drive the enterprise business model innovation, so that the business value of big data will be fully utilized. In this process, the rationality in decision-making affects their process partially.There are following innovations and contributions in the study:(a) The empirical study reveals the inner mechanism of big data capacity driven business model innovation. It opens the "black box" about the relationship between big data and business model innovation to some extent; (b) In this study, based on the existing researches of big data, from the perspective of dynamic capability,the definition of big data capacity is investigated experimentally. And we divide the capacity to four dimensions:Resources integration capacity, deep analysis capacity, Real-time insight and prediction capacity. It enriches and expands the big data Research to a certain extent; (c) In this study, from cognitive-based management perspective, we introduce the rationality in decision-making as a mediating variable.It provides a new perspective for big data and business model innovation research.Based on the findings, this study presents some management recommendations and references for the PRD business practices.