Article2015

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

42 citations0/0 files storedJournal of Science and Technology Policy Management

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Privacy, Security, and Data Protection

Abstract

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.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003User Acceptance of Information Technology: Toward A Unified View1 1988Structural equation modeling in practice: A review and recommended two-step approach.2019Diffusion of Innovations 1 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1991ORGANIZATIONAL INNOVATION: A META-ANALYSIS OF EFFECTS OF DETERMINANTS AND MODERATORS.1995Computer Self-Efficacy: Development of a Measure and Initial Test

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