Research On The Impact Mechanism Of Big Data Capability On Value Creation From The Perspective Of User Experience

With the advent of the Internet era,consumers have not only changed their way of shopping,but also changed their consumption psychology.Users’ special consumption experience and personalized needs have become the key for enterprises to occupy market share.New retail is committed to the integration of online and offline channels,with the goal of maximizing customer value.Under the new model,suppliers,manufacturers,distributors and retailers work together to continuously coordinate supply chain management,build an online and offline linkage system,and promote the continuous remodeling and improvement of enterprise value chain.At the same time,the short-term explosive growth of new retail also puts forward higher requirements for the timeliness and service of modern logistics,and enterprises need to quickly find a breakthrough point for value appreciation.As a disruptive technology,the rapid development and application of big data has a huge impact on the business process and operation management of enterprises,driving the innovation of products and services.Therefore,cultivating and building big data capability has become the power source for enterprises to realize transformation and upgrading,and it is also an important path for enterprises to create value.This paper combined with dynamic capability theory,social network theory,the user experience theory and the theory of value creation,with large data capacity as the breakthrough point,the introduction of network capacity as a intervening variable,the user experience as a moderator variable,to value creation as the foothold,build a theoretical model,to unravel the relationship between the four variables,and then explain the internal mechanism of large data capacity influence value creation.Specifically,the research content of this paper mainly includes four aspects: First of all,the background and issues of the topic,research purpose and significance,research content and methods,research framework and innovation are described in detail.Secondly,literature review on big data capability,network capability,user experience and value creation is carried out,research hypotheses are proposed and theoretical models are established.Thirdly,the mature scale developed by previous scholars was used for questionnaire design,SPSS22.0 and AMOS21.0 analysis software were used to conduct reliability and validity test,confirmatory factor analysis,common method deviation test,descriptive statistics and correlation analysis,and hypothesis test for sample data.Finally,the empirical results show that big data capability,network capability and user experience all have significant positive impact on value creation.Big data capability has a significant positive impact on network capability.Network capability plays a part of mediating role between big data capability and value creation.User experience plays a significant regulating role between network capability and value creation.Based on the research conclusions,management enlightenment is proposed in order to provide beneficial reference and suggestions for enterprises to optimize the strategic practice of value creation.