The Influence of Business Analytics on Management Decision Making: A Case of Big Data
The proposed study explores the impact of Big Data-driven business analytics on management accounting information systems (MAIS) and managerial decision-making in Vietnamese firms. Despite research worldwide pointing to the revolutionary nature of analytics in forecasting, performance measurement, and risk management, empirical studies remain scarce in emerging economies. A quantitative method was used to collect data (n=81 Vietnamese firms) in a structured Likert-scale questionnaire that was structured. Cronbach's Alpha, Exploratory Factor Analysis (EFA), and One-Sample t-tests were used to test the reliability, validity, and hypothesis testing. The finding suggests that sophisticated analytical tools, definite decision-making needs, and quality data assurance are the key to the enhanced effectiveness of MAIS. Additionally, Big Data analytics has a positive influence on the decision accuracy, efficiency, IT integration, risk management, and data security. Both the null hypotheses (H01 and H02) were rejected which proved that there is a strong relation between the adoption of Big Data and the enhancement of managerial decisions. Furthermore, the study shows that integrating digital infrastructures, such as cloud data systems, automated accounting tools, and AI-driven analytics, significantly enhances MAIS performance. Although these results are obtained, the researchers also mention such limitations as a small sample, the use of self-reports, and the lack of causal process analysis. The study has some practical implications for SMEs and highlights the necessity of increasing analytical competencies. The findings also emphasize the importance of strengthening IT governance, cybersecurity protocols, and data management standards to support analytics-driven MAIS. The future research must investigate certain ways in which analytics enhance the performance of organizations in different markets.