臺灣博碩士論文加值系統

近大數據導入成為一個熱門的議題，且對企業造成由裡到外的巨大影響。為了瞭解內部效率，一些指標，例如：成本或收益，可以被採用來提供給管理者參考。然而，對於評估外部效益，卻是一項具有挑戰性的任務，因為管理者不容易取得，投資者對於企業導入大數據的實際看法。因此，本研究採用廣泛應用於財務、會計和管理領域的事件研究法，去評估有關大數據導入新聞報導，對於企業外部效益的影響。根據深入的相關文獻探討，確立這是一個首創的研究，來評估企業的市場價值，對於大數據導入宣告的影響，並探討了新聞內容因素的異常收益。實徵研究顯示，大數據宣告對於市場收益的影響力甚低，但若文章中提及採用大數據的策略目標，大數據議題的影響力，將會有些微反應於股價中。

Big data implementation recently becomes a popular interest, bringing the tremendous impact on the inside and outside of enterprises. To understand the interior efficiency, some indicators, such as cost or revenue, can be adopted to certainly provide references for managers. Evaluating the exterior effectiveness, however, is a challenging work because managers are not effortless to acquire the perspective of investors on the investment of big data implementation. Hence, this study conducted an event study method, which has been used in the financial, accounting, and management fields, to assess the effect on the news coverage about big data implementation. This is the first study to gauge the impact of big data implementation announcements on the market value of firms and investigate the contextual factors in the abnormal returns. The experimental results show that the big data announcements have almost merely no relevance with the market valuation of firms. While the article with talking about the strategy objective of the big data, the influence of the big data issue will have little reaction to the stock price.

Table of Contents
致謝 i
Abstract ii
摘要 iii
Table of Contents iv
List of Tables v
List of Figures vi
1. Introduction 1
2. Related work 4
2.1. Big data 4
2.2. Applications of market value study 6
2.3. Market reaction by measuring abnormal returns 8
3. Research hypotheses 10
4. Research Methodology 15
4.1. Data collection and selection 15
4.2. Event study method 16
5. Data analysis and results 19
5.1Effect of big data announcements 19
5.2 Effect of announcement for BDI technology 22
5.3 Effect of announcement for the BDI announcement for mentioning the BDI objective of firms 24
5.4 Effect of announcement for IT or none-IT firms 26
6. Discussions 28
6.1. Limitations 28
6.2. Implications and conclusion 28
References 30

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