Title Page
ABSTRACT
Contents
LIST OF ABBREVIATIONS 14
Chapter 1. Introduction 15
1.1. Research Background 15
1.2. Research Purpose 21
1.3. Research Significance & Composition 23
1.3.1. Research Significance 23
1.3.2. Research Structure 25
Chapter 2. Literature Review 27
2.1. Big Data Business 27
2.1.1. The Definition of Big Data 28
2.1.2. The Characteristics of Big Data 30
2.1.3. Research Trends of Big Data Business 32
2.2. Big Data Marketing 34
2.2.1. The Definition of Big Data Marketing 35
2.2.2. Research Trends of Big Data Marketing 36
2.2.3. Big Data Marketing in China 38
2.3. Theories on Dynamic Marketing Capabilities 43
2.3.1. Overview of Dynamic Capabilities Theories 43
2.3.2. The Definition of Dynamic Marketing Capabilities 48
2.3.3. Structures of Dynamic Marketing Capabilities 53
2.4. Theories on Big Data Capabilities 61
2.4.1. The Definition of Big Data Capabilities 62
2.4.2. Mechanism of Big Data capabilities 65
2.5. Conceptual Framework 74
2.5.1. The Relationship between Influencing Factors and Dynamic Marketing Capabilities 74
2.5.2. The Relationship between Big Data Capabilities and Dynamic Marketing Capabilities 79
2.5.3. The Relationship between Dynamic Marketing Capabilities and Firm Performance 81
Chapter 3. Research Design 84
3.1. Research Model 84
3.2. Research Hypotheses 85
3.2.1. Independent Variables 85
3.2.2. Mediating Variables 92
3.2.3. Dependent Variables 97
3.3. Measurement 99
3.4. Samples and Data Collection 104
3.4.1. Sampling 105
3.4.2. Data Analysis 108
Chapter 4. Results 112
4.1. Demographic Descriptive Statistics 112
4.2. Reliability and Validity of Variables 117
4.2.1. Reliability Analysis 117
4.2.2. Validity Analysis 120
4.3. Hypotheses Testing 133
4.3.1. Model Fit 134
4.3.2. Structural Equation Model 136
4.3.3. Mediating Effect 142
4.3.4. Additional Analysis: Moderating Effect 144
Chapter 5. Conclusion 152
5.1. Main Findings 152
5.1.1. Summary of Results 152
5.1.2. Implications and Discussion 158
5.2. Contributions 161
5.2.1. Theoretical Contributions 161
5.2.2. Practical Contributions 163
5.3. Limitations and Further Research 167
References 169
국문초록 206
Appendix 1. Questionnaire (English) 209
Table 2.1. Definition of Dynamic Marketing Capabilities 51
Table 2.2. Concept and Connotation of Big Data Capabilities 64
Table 3.1. Operational Definitions of Independent Variables 101
Table 3.2. Operational Definitions of Dependent Variables 102
Table 3.3. Operational Definitions of Mediating Variables 103
Table 3.4. Operational Definitions of Mediating Variables 104
Table 4.1. Sample Demographics 113
Table 4.2. Descriptive Statistics of Variables 116
Table 4.3. Cronbach Reliability Analysis 119
Table 4.4. KMO and Bartlett's Inspection 122
Table 4.5. A List of Variance Interpretation Rate 125
Table 4.6. Composition Matrix After Rotation 126
Table 4.7. CFA Model Fitting Coefficient 129
Table 4.8. Convergent Validity 131
Table 4.9. Correlation Analysis 132
Table 4.10. Model Fitting Coefficient 135
Table 4.11. Path Analysis 138
Table 4.12. Hypothesis Testing 140
Table 4.13. Mediating Effects Testing 143
Table 4.14. ANOVA Results 148
Table 4.15. Adjustment of Company Size Group 149
Table 4.16. Big Data Application Level Group Adjustment 150
Figure 2.1. Big Data Attributes 31
Figure 2.2. A Summary of Enterprise Sectors Using Big Data 40
Figure 2.3. Hierarchical Structure of Marketing Capabilities. 56
Figure 2.4. Formation and Evolution Process of Dynamic Marketing Capabilities 61
Figure 3.1. Research Model 84
Figure 4.1. Scree Plot 124
Figure 4.2. CFA Model 128
Figure 4.3. Structural Equation Model 136