The role of motivation in regulating the extent to which data visualisation literacy influences business intelligence and analytics use in organisations

Abstract

The ability to read and interpret visualised data is a critical skill to have in this information age where business intelligence and analytics (BI&A) systems are increasingly used to support decision-making. Data visualisation literacy is seen as the foundation of analytics. Moreover, there is great hype about data-driven analytical culture and data democratisation, where users are encouraged to have wide access to data and fully use BI&A to reap the benefits. Motivation is a stimulant to the richer use of any information system (IS), yet literature provides a limited understanding of the evaluation of data visualisation literacy and the effect of motivation in the BI&A context. Thus, this study aims to explain the role of motivation in regulating the extent to which data visualisation literacy influences BI&A’s exploitative and explorative use in organisations. Data visualisation literacy is measured using six data visualisations that focus on the five cognitive basic intelligent analytical tasks that assess the user's ability to read and interpret visualised data. Two types of motivations are assessed using perceived enjoyment as an intrinsic motivator and perceived usefulness as an extrinsic motivator. The model is tested using quantitative data collected from 111 users, applying Structural Equation Modelling (SEM). The results indicate that intrinsic motivation exerts a positive effect on BI&A exploitative and explorative use while extrinsic motivation has a positive effect on BI&A exploitative use but weakens innovation with a negative effect on explorative use. The results further show an indirect relationship between data visualisation literacy with BI&A use through motivation. In addition, exploitation leads to creativity with exploitation positively being associated with exploration.