The Role Of Uncertainty In Cloud Computing Continuance: Antecedents, Mitigators, And Consequences

Abstract

While initial acceptance of information systems (IS) is an important step, the elimination of an upfront commitment implies that the success of cloud-based services depends on customers' continued use rather than the initial adoption.Even in long term business relationships, it is difficult for users to judge the true qualities, intentions and actions of cloud providers.Drawing on principal-agency theory, we therefore establish users' uncertainty perceptions as a key driver of cloud computing continuance.We identify privacy, security and availability concerns as the major sources of these uncertainties.In a survey among 143 users of cloud storage services, we find empirical evidence that trust is the primary mitigator of privacy and security concerns while low switching costs reduce availability concerns.Overall, our study confirms that the principal-agent theory is a very fruitful theoretical perspective to explain post-adoption phenomena in an IT world where digital services begin to substitute IT products.Our results provide guidance for providers on how to successfully manage customers' concerns in this highly competitive market.

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