Expectation that influence big data usage of SMEs business entrepreneurs.

Abstract

The objective of thematic paper is to analyze the expectation of SMEs’ entrepreneurs which relates to Big Data usage in their businesses. The in-depth qualitative interview was conducted to each of the 25 SMEs entrepreneurs to collect data to figure out about expectation for using Big Data. Findings from the research has shown that most of SME entrepreneurs in Thailand presented the interests in Big Data and believed that Big Data was the necessary technology for organizations. Implementing the technology and transforming their business into digital business helped their business in a long run. Some SMEs traditional businesses have started to adjust their businesses to online channel. The result identified that entrepreneurs provide the different priorities of their expectation to use Big Data from various business areas. The first rank of SMEs entrepreneurs’ expectation is to create the personalized experience for each customer. The second ranks of SMEs entrepreneurs’ expectation is to set the effective price. The third rank of SMEs entrepreneurs’ expectation is to turn visitors into customers. In aspects of factors relating to Big Data usage, researcher found that there were several factors related to demographic characteristics. In point of entrepreneurs, the factors that related to big usage are money, data source availability, and people respectively.