Factors influencing consumer purchase intention of cloud computing in the United States and Turkey

2015 ◽  
Vol 10 (1) ◽  
pp. 80-97 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Purchase Intention ◽  
The United States ◽  
Perceived Usefulness ◽  
Technological Innovations ◽  
Content Type ◽  
Computing Services ◽  
Factors Influencing ◽  
The Usa ◽  
Cloud Computing Services

Purpose – The purpose of this paper is to examine the different factors affecting purchase intention of cloud computing services in Turkey and the USA. Design/methodology/approach – A research framework is developed based on social cognitive theory and the technology acceptance model. A survey questionnaire is used based on student responses in Turkey and the USA to see if there are any differences toward purchase intentions. Findings – A majority of the research hypotheses are supported in both the Turkish and USA sample indicating that there are similarities in perceived ease of use, perceived usefulness, consumer innovation and performance expectancy toward cloud computing. Research limitations/implications – The findings of this research have implications for technology companies and marketers operating in North America, Europe and Asia. Practical implications – As few studies exist on the differences between purchase intention of technological innovations in the USA and Turkey, this paper contributes to a better understanding of whether cultural differences or consumer attitudes effect adoption of emerging technologies including cloud computing services. Originality/value – This paper focusses on the emerging technological innovation of cloud computing services by examining antecedent environmental factors influencing purchase intention. In total, two different country samples are utilized to gain a better international perspective of the reasons why consumers purchase technological innovations.

A US-China comparative study of cloud computing adoption behavior

2014 ◽  
Vol 6 (1) ◽  
pp. 53-71 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Comparative Approach ◽  
Technological Innovations ◽  
Chinese Consumers ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Privacy Concerns ◽  
Computing Services ◽  
The Usa ◽  
Cloud Computing Services

Purpose – The purpose of this paper is to examine the effects of privacy concerns and consumer innovativeness towards consumer's adoption of a technological innovation in the form of cloud computing technology. Design/methodology/approach – A cross-cultural comparison between consumers in the USA and China is made through a study of consumers intending to adopt cloud computing services. A review of the technology innovation adoption literature forms the basis of the research propositions, which are based on the extant literature and focused on the innovative adoption behaviour of consumers. A comparative approach is taken to analyse the differences between US and Chinese consumers intending to adopt cloud computing services. Findings – Findings suggest that there are more similarities than differences between US and Chinese consumers adopting cloud computing services. The survey suggests that the performance expectancy, perceived usefulness and perceived ease of use can help predict intention to adopt cloud computing services in both the USA and China, but consumer innovativeness is a better indicator in the USA than in China for consumers adopting technological innovations. Practical implications – This paper is important for cloud service technology marketers by indicating how social influencers can influence consumer's usage of cloud computing by affecting their social network of friends and family. In addition, insight into how consumers adopt cloud computing by focusing on privacy concerns of personal information being shared can help future technology innovations enter the marketplace at a faster rate. Originality/value – This paper fills the gap in the current technology marketing and innovation literature on how consumers adopt technological innovations and highlights the importance of increasing the perceptions of performance expectation of service innovations.

Indian and US consumer purchase intentions of cloud computing services

2014 ◽  
Vol 6 (2) ◽  
pp. 170-188 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technology Acceptance ◽  
Self Efficacy ◽  
Purchase Intentions ◽  
Perceived Usefulness ◽  
Cloud Services ◽  
Content Type ◽  
Computing Services ◽  
The Usa ◽  
Cloud Computing Services

Purpose – The aim of this paper is to focus on consumer’s perceptions of ethical and innovative aspects of cloud computing services. Cloud computing is a technological innovation that more consumers are adopting because of its mobility and accessibility in storing data. While there has been an increased awareness of cloud computing by consumers, there is limited research about the factors influencing consumers to purchase cloud services. Design/methodology/approach – This study uses the technology acceptance model and the social cognitive theory as the theoretical frameworks to understand how perceived ease of use, perceived usefulness, ethical self-efficacy, innovation self-efficacy, performance expectancy and privacy impact purchase intention of cloud computing services. Research hypotheses are developed from the literature and tested by a survey questionnaire in India and the USA. Findings – The results of the analysis suggest that consumers in India and the USA are affected by similar factors when deciding to purchase cloud computing services, but differ in expectations about performance. Originality/value – This study utilizes Indian and US consumers to compare purchase intentions of technological innovations showing that there are more similarities than differences towards ethical and consumer innovativeness in both countries.

Behavioral Intentions to Adopt Technological Innovations

2016 ◽  
pp. 1496-1508 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technology Acceptance ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Perceived Usefulness ◽  
Technological Innovations ◽  
Intention To Adopt ◽  
Computing Services ◽  
Cloud Computing Services ◽  
Acceptance Model

Cloud computing services are a prominent innovation that has changed consumer behaviours towards adopting new technological services. Despite the popularity of this technological innovation the underlying factors that contribute to a consumer's intention to adopt cloud computing services has not been well researched. This paper builds upon the well-known behavioural intention theories of the technology acceptance model and social cognitive theory to develop and test a number of hypotheses designed to understand the factors influencing intention to use cloud computing services. The research hypotheses in the paper propose that perceived usefulness, consumer innovation attitude, social norms, performance expectancy and trust influence behavioural intentions of consumers towards cloud computing services. The hypotheses are tested in a sample of United States and Chinese consumers to understand whether there are differences in behavioural attitudes towards technological innovations. The paper identifies research limitations, practical implications and future research suggestions.

Technological, organisational and environmental factors influencing managers’ decision to adopt cloud computing in the UK

2015 ◽  
Vol 28 (6) ◽  
pp. 788-807 ◽  
Author(s):  
Anabel Gutierrez ◽  
Elias Boukrami ◽  
Ranald Lumsden
Keyword(s):  
Cloud Computing ◽  
Service Providers ◽  
Cloud Services ◽  
Trading Partner ◽  
Content Type ◽  
Adoption Decision ◽  
Computing Services ◽  
Factors Influencing ◽  
Cloud Computing Services ◽  
The Uk

Purpose – The purpose of this paper is to determine the factors influencing managers’ decision to adopt cloud computing in the UK using the “Technology-Organisation-Environment” (TOE) framework. Design/methodology/approach – Data were collected through a self-created questionnaire based survey that was completed by 257 mid-to-senior level decision-making business and information technology (IT) professionals from a range of UK end-user organisations. The derived hypotheses were tested using various data analysis techniques including principal component analysis and logistic regression. Findings – The results show that four out of the eight factors examined have a significant influence on the adoption decision of cloud computing services in the UK. Those key factors include competitive pressure, complexity, technology readiness and trading partner pressure. The latter predictor; trading partner pressure, was the most significant factor for the adoption decision of cloud services reflecting organisations’ concerns on legal regulations, co-creation and customisation, service linkage and vendor locking which adds complexity to the process of selecting an appropriate vendor. Research limitations/implications – This research found trading partners (cloud service providers) significantly influence managers’ decisions to adopt cloud services, however, further research is required to fully understand all the aspects involved especially with the growing number of vendors available. Although over 250 usable responses to the questionnaire were received and analysed, there was not a sufficient quantity of responses from each industry sector or organisation size to conduct further analysis. Practical implications – The findings reveal the important role of cloud computing service providers to enable end-users to better evaluate the use of cloud computing. It also reveals that top management support is no longer a driver as organisations are starting to adopt cloud computing services on the basis of cheaper and more agile IT resources in order to support business growth. Originality/value – This research provides original insight for cloud computing adoption within the UK from a managerial perspective.

Behavioral Intentions to Adopt Technological Innovations

2014 ◽  
Vol 10 (3) ◽  
pp. 1-12 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technology Acceptance ◽  
Cognitive Theory ◽  
Perceived Usefulness ◽  
Future Research ◽  
Technological Innovations ◽  
Chinese Consumers ◽  
Computing Services ◽  
Cloud Computing Services ◽  
Acceptance Model

Cloud computing services are a prominent innovation that has changed consumer behaviours towards adopting new technological services. Despite the popularity of this technological innovation the underlying factors that contribute to a consumer's intention to adopt cloud computing services has not been well researched. This paper builds upon the well-known behavioural intention theories of the technology acceptance model and social cognitive theory to develop and test a number of hypotheses designed to understand the factors influencing intention to use cloud computing services. The research hypotheses in the paper propose that perceived usefulness, consumer innovation attitude, social norms, performance expectancy and trust influence behavioural intentions of consumers towards cloud computing services. The hypotheses are tested in a sample of United States and Chinese consumers to understand whether there are differences in behavioural attitudes towards technological innovations. The paper identifies research limitations, practical implications and future research suggestions.

A cross-cultural comparison of online behavioural advertising knowledge, online privacy concerns and social networking using the technology acceptance model and social cognitive theory

2015 ◽  
Vol 6 (1) ◽  
pp. 25-36 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technology Acceptance ◽  
Technological Innovation ◽  
Perceived Usefulness ◽  
Online Privacy ◽  
Content Type ◽  
Privacy Concerns ◽  
Computing Services ◽  
Online Retailers ◽  
Cloud Computing Services

Purpose – This paper aims to cross-culturally compare how consumers in China and Australia adopt cloud computing services. Cloud computing is one of the major innovation advances in information technology. In order for more consumers to adopt cloud computing as a technological innovation, there needs to be a better understanding of the issues involved in consumer adoption processes for online retailers. While there is an increasing amount of interest in cloud computing as a technological innovation, there is an important need to examine the reasons why consumers purchase cloud computing services for online retailers. Design/methodology/approach – In this paper, the technology acceptance model and social cognitive theory are identified as the theoretical frameworks to understand the consumer purchase intention of cloud computing services. A set of research hypotheses are stated from both theoretical frameworks to test their relationship with a consumer’s intention to adopt cloud computing as a technological innovation. These hypotheses focus on perceived usefulness, perceived ease of use, online behavioural advertising knowledge, social networks and online privacy concerns, which will help online retailers understand how cloud computing can be utilized by consumers to store and access online retail information. Findings – The findings of the study outline the different areas of technological innovation research that are needed to advance the information technology industry in the future. The findings suggest that perceived ease of use, perceived usefulness and online privacy concerns can determine a consumer’s intention to adopt cloud computing, but online behavioural advertising knowledge and social networks differ among consumers in different countries. Originality/value – The key issues influencing consumer adoption of cloud computing are outlined, which due to the emerging nature of this technological innovation will influence the regulation and marketing of cloud computing services by firms and governments in the technology sector.

The determinants of using cloud supply chain adoption

2019 ◽  
Vol 119 (2) ◽  
pp. 351-366 ◽  
Author(s):  
Chinho Lin ◽  
Meichun Lin
Keyword(s):  
Cloud Computing ◽  
Supply Chain ◽  
Source Credibility ◽  
Perceived Usefulness ◽  
Strong Impact ◽  
Affective States ◽  
Content Type ◽  
Computing Services ◽  
Cloud Computing Service ◽  
Cloud Computing Services

Purpose It is necessary to determine the processes affecting cloud computing service applications in supply chain management (SCM) systems in order to facilitate cloud computing service exchanges and transmission of data among supply chain members. The paper aims to discuss these issues. Design/methodology/approach Drawing on the elaboration likelihood model (ELM) and integrating the commitment trust theory, this paper develops a theoretical model using argument advantage and source credibility constructs to examine the relationships among perceived usefulness, attitude, trust and usage intention. Findings The results indicate that both the central route and the peripheral route of the ELM have a positive influence on perceived usefulness. The argument advantage has a strong influence on perceived usefulness as compared to source credibility while source credibility has a strong impact on trust. Furthermore, the perceived usefulness of cloud computing services plays a pivotal role in attitude and intention, whereas trust has a weak effect on usage intention. Originality/value The proposed model not only explores the argument that potential user evaluations of both the advantages of cloud computing services and source credibility influence their affective states, which in turn affect their usage intention, but it also examines the mediating factors that influence processes related to cloud SCM acceptance.

Explaining the role of trust in cloud computing services

Info ◽  
2015 ◽  
Vol 17 (1) ◽  
pp. 54-67 ◽  
Author(s):  
Joseph Kwame Adjei
Keyword(s):  
Cloud Computing ◽  
Financial Institutions ◽  
Service Providers ◽  
Sampling Technique ◽  
Content Type ◽  
Computing Services ◽  
Cloud Computing Service ◽  
Cloud Computing Services ◽  
Selection Of

Purpose – The purpose of this paper is to explain the role of trust in cloud computing services based on empirical evidence from interviewing executives of financial institutions in Ghana. The paper answers the questions: what is the role of trust in cloud computing service acquisition, and what policies promote trusted cloud computing services? Design/methodology/approach – This is an explanatory paper that is based on literature review and empirical data on exploring reasons for cloud computing service acquisitions. A combination of interviews and focus group discussions was used as methods for data collection. Information technology and electronic banking executives of five major commercial banks in Accra, Ghana, between January and July 2013 were interviewed. A total of ten respondents were interviewed, two in each of the selected banks. A purposive sampling technique was used in the selection of informants. This approach allows the selection of qualified informants to ensure extensiveness and diversity of opinion. Findings – Although previous literature proffers various factors as key to cloud computing adoption, uses or provisioning, this study brings trust to the fore as an imperative for cloud computing service acquisition by financial institutions. It also shows that trust increases if users perceive that cloud computing service providers act in honesty and in users’ interest, making trust a fundamental factor that informs financial institutions’ decision to acquire cloud computing services. Research limitations/implications – The research introduces a new dimension about the widely held perceptions of the factors that influence adoption of cloud computing services. Practical implications – Developers of cloud computing solutions that are targeted at corporate users must focus on systems that enhances their trustworthiness, as it is a primary criteria for user buy-in. Similarly, any trust-building effort by cloud computing service providers minimizes users’ concerns and pushes the services providers closer to the trust threshold. Originality/value – The paper outlines the trust factors that are imperative for cloud computing uses by financial institutions. This is one of the pioneering papers that address trust issues in cloud computing from the perspective of financial institutions.

Cloud Computing Technology Innovation Advances

2015 ◽  
Vol 5 (1) ◽  
pp. 69-76 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Online Advertising ◽  
Technological Innovations ◽  
Adoption Process ◽  
Cognitive Computing ◽  
Computing Technology ◽  
Computing Services ◽  
Consumer Concerns ◽  
Cloud Computing Services

This paper seeks to investigate the advances in the consumer adoption process of technological innovations in cloud computing services. The paper aims to focus on the increased role of cognitive computing and big data affecting adoption of emerging technologies. As more consumers worldwide are using mobile computing, the role of online advertising is examined to understand the marketing affects of cloud technology. This leads to a discussion about how the value of social capital to consumers adopting cloud computing technology, which highlights how consumers learn and interact with emerging technological innovations. To overcome the concerns about security and transparency of data stored on cloud computing servers, the role of cloud computing technology in alleviating consumer concerns is stated. The findings highlight the importance of changing the mindsets of consumers when using a technological innovation and the obstacles to the use of cloud computing technology. The paper describes the advances in cloud computing technology in connection to emerging innovations that can be of use to practitioners as well as researchers in the field.

Exploring Behaviors and Perceptions Affecting the Adoption of Cloud Computing

2013 ◽  
Vol 4 (3) ◽  
pp. 51-68
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Social Cognitive Theory ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Belief System ◽  
Technological Innovations ◽  
Intention To Adopt ◽  
Computing Services ◽  
Cloud Computing Services

Cloud computing is a technological innovation that has been marketed to consumers as a revolution in the way people store and communicate data information. This paper extends previous research on technology adoption behavior of individuals by focusing on the role of e-business entrepreneurs in facilitating cloud computing services. As there are a number of technology adoption theories that can explain the process, this paper reviews the major innovation theories but focuses on social cognitive theory for its theoretical framework. Social cognitive theory is identified in this paper as being the most appropriate theoretical lens to understand e-business entrepreneurship as it focuses on social learning, which is an important determinant of a person adopting cloud computing services. A theoretical framework is developed based on social cognitive theory, which focuses on the role of mobile marketing, a person’s emotions and belief system on their intention to adopt cloud computing services. The findings from this paper may help to bridge the gap between practical usages of new technological innovations like cloud computing services with the impact of e-business strategies on a person’s behavior. This paper also has a number of managerial implications for technology marketers that include focusing on a person’s emotions and belief system on their intention to adopt e-business technologies. Future research avenues for technology marketers of cloud computing services are stated in the paper that highlight the importance of facilitating e-business entrepreneurs to further develop mobile technological innovations.

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