Process of Big Data Analysis Adoption: Defining Big Data as a New IS Innovation and Examining Factors Affecting the Process This paper defines big data analysis a type3 innovation and extends our previous studies on the adoption/assimilation of innovation technologies. The paper develops a three-stage adoption integrative model based on the past diffusion context literatures. The model utilizes TOE (Technology-Organization-Environment) framework as antecedents of this adoption process. Based on the perception model, we hypothesize how perceived direct/indirect benefit, financial readiness, IS competence, industrial pressure affects big data analysis adoption at the organizational level. These five factors are tested using SEM (Structural Equation Modeling) and our analysis leads to following key findings. (1) Financial readiness, IS competence, and industrial pressure are found to affect adoption stages significantly but we could not find such relationship between perceived direct/indirect benefit and the following stages. (2) IS competition had expansive influence on the overall adoption process. (3) Adoption stage is influenced by external factors, which is industrial pressure for our case. (4) Pre and post stages of adoption are affected by internal resources of organization rather than environments.