Big data has become a potential research area in apparel industry due to vast amount of data generated in a short period of time. However, the inability to adapt to the challenging and digital environment has pulled out the weaker from the industry while growing the adopters more and more powerful players. As the insights generated out of data becoming core competitive advantages, now it is pertinent to identify which factors would affect the intention to adopt big data analytics in an apparel

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... ector organization. The three contexts of the Technology-Organization-Environment (TOE) framework along with Technology Acceptance Model (TAM) were used as foundational frameworks to explore the influence on the attitude towards using of users which would ultimately affect to the intention of adopting big data analytics. The findings generated from the study denotes that factors considered in both TOE framework and TAM model except organizational context having a positive correlation towards the user's attitude of using which would ultimately lead the organization in enhancing its intention to adopt big data analytics. Finally, the research concludes that the variable, attitude towards using plays a positive mediating role between the direct relationship of critical factors affecting the intention to adopt big data analytics. It is hoped that findings of this research would enrich the existing literature while affecting practitioners to involve in adopting big data analytics by prioritizing investments accordingly.