| Summary: | 碩士 === 國立中正大學 === 企業管理系研究所 === 105 === The adoption of big data is turning into an imperative lesson for enterprises, which is able to exert a great influence on their inside and outside business environments. Managers desire to figure out the payoff of big data implementation (BDI) in that they have to account for the stakeholder to reveal the benefit on the investment of BDI. A better way to observe the benefit may begin from understanding the shareholder perception of BDI. The shareholder is going to react to the share market with respect to some information announced from news coverage. Therefore, we expect that news with respect to BDI announcements would bring positive or negative reaction behaviors from the shareholder. The short-term benefit from the share market is certainly of interest on both of managers and stakeholders. A famous and traditional evaluation approach used in the financial, accounting, and management fields to comprehend the short-term benefit is an event study methodology, which can assess the effect on the news coverage about BDI. In the past studies, there is only one article to address this issue with the event study method; however, its result is not significant for all proposed hypotheses. After carefully reading this article, we found that its research target is limited (only Standard & Poor’s 500 firms) and its investigated period is short, leading to only possess 40 samples; accordingly, the result cannot effectively reflect on BDI announcements. In this study, we are going to conduct an extended work on this issue with (1) enlarging the research target from Standard & Poor’s 500 to 1500 and (2) collecting more news coverage from a long-term period. Two statistical instruments, event study methodology and regression analysis, are utilized for addressing the concern of this study. A content analysis is also conducted to investigate the relationship between the content of news coverage and the abnormal return of BDI.
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