Analysis of factors affecting adoption of big data in the automotive assembly industry in Kenya

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dc.contributor.authorMacharia, E. M.
dc.date.accessioned2024-10-29T13:55:02Z
dc.date.available2024-10-29T13:55:02Z
dc.date.issued2024
dc.descriptionFull - text thesis
dc.description.abstractThe study seeks to assess factors that influence the big data acceptance in the automotive sector in Kenya. The application of big data in companies has been linked to increased customer satisfaction, improved quality, better decision-making, and robust financial performance. Furthermore, in the automotive industry, the big data is applied with the aim of improving safety and providing timely data vital in enhancing customer experience. Despite the benefits associated with big data, the Kenya’s automotive industry has not fully integrated the technology within its operation, hence, missing out on the advantages. The goal of the present study was to establish how the independent variables (innovative culture, perceived ease-of-use, and perceived usefulness) influence the adoption of big data. TAM theory applied. To determine the factors affecting the adoption of big data in the automotive industry, a correlational research design was used. The quantitative study is grounded on the positivist research philosophy. A sample of 235 respondents was obtained from Kenya Vehicles Manufacturers, Associated Vehicles Assemble, Isuzu East Africa, Mobius Motors, and Trans Africa Ltd using a correlational research design and simple random sampling technique. Both the descriptive and inferential statistics were provided. Results indicated a strong and significant relationship between the perceived ease-of-use, perceived usefulness, and innovative culture and the adoption of big data in the automotive industry. Recommendations included improved leadership to enhance big data adoption in automotive sector, improve technology safety, and foster simplification of big data. Future researchers should consider exploring the big data use in other industries and apply mixed research methodology.
dc.identifier.citationMacharia, E. M. (2024). Analysis of factors affecting adoption of big data in the automotive assembly industry in Kenya [Strathmore University]. http://hdl.handle.net/11071/15599
dc.identifier.urihttp://hdl.handle.net/11071/15599
dc.language.isoen
dc.publisherStrathmore University
dc.titleAnalysis of factors affecting adoption of big data in the automotive assembly industry in Kenya
dc.typeThesis
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