Applying Big Data Analytics to reevaluate previous findings of online consumer behavior research: A case study of the city hotel in Taiwan

摘要

We try to reconfirm whether the previous findings of online consumer behavior research are consistent with the findings of the current study when we apply Big Data technique to evaluate the same online behaviors mentioned in prior studies. The results indicated that different research methods (e.g., web analytics, online survey) do actually lead to different research findings even though the same issue was evaluated.