Consumer Adoption of Cloud Computing Services in Germany: Investigation of Moderating Effects by Applying an UTAUT Model

Heiko Moryson · Guido Moeser

19 citations0/0 files storedInternational Journal of Marketing Studies

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

Cloud computing services have been growing rapidly in recent years, with Dropbox, Apple iCloud and Google Drive being amongst the most established. The main purpose of this study was to investigate whether there were moderator effects for cloud usage. Therefore, Gender, Age, IT Experience, and Usage Context were included as moderating variables. Theoretical backbone was an extension of the Unified Theory of Acceptance and Use of Technology (UTAUT). Herby, we investigated the UTAUT-determinants Performance Expectancy, Effort Expectancy, Facilitating Conditions, and Social Influence plus incorporated external factors Attitude towards Use, Perceived Security Risks and Perceived Trust into the research model. Data was conducted via a web survey amongst internet users in Germany during October 2014. A total of 2135 panelists started the questionnaire with 2040 finishing. Data basis for the analyses was the number of cloud computing users (n=1047). Operationalization was tested using confirmatory factor analyses and causal hypotheses were evaluated by means of structural equation modeling. In addition, the critical ratios approach was applied to investigate moderating effects. Firstly, the results show that extended UTAUT is a robust research model. In detail, Social Influence, Performance Expectancy Effort Expectancy, and Perceived Security Risks were shown to significantly impact Attitude towards Use cloud services. The combination of all constructs used accounted for 67.2% of the variances observed in users’ attitude and 82.4% in users’ intention to use cloud services. Secondly, we found the moderating effect for all factors investigated, particularly gender and IT experience were shown to significantly moderate attitude and behavioral intention to use cloud services.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1991The theory of planned behavior 2003User Acceptance of Information Technology: Toward A Unified View1 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000Structural equation modeling with AMOS: basic concepts, applications, and programming 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2007Confirmatory factor analysis for applied research 1991Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation

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