Exploring Behaviors and Perceptions Affecting the Adoption of Cloud Computing
Pages 51 - 68
Abstract
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.
References
[1]
Agarwal, R., & Prasad, J. 1999. Are individual differences germane to the acceptance of new information technologies? Decision Sciences, 30, 361-391.
[2]
Agarwal, R., Sambamurthy, V., & Stair, R. 2000. Research report: The evolving relationship between general and specific computer self-efficacy-An empirical assessment. Information Systems Research, 11, 418-430.
[3]
Ajzen, I. 1996. The social psychology of decision-making. In Higgins, E. T., & Kruglanski, A. W. Eds., Social psychology: Handbook of basic principals pp. 211-238. New York, NY: Guilford.
[4]
Ajzen, I., & Fishbein, M. 1972. Attitudes and normative beliefs as factors influencing intentions. Journal of Personality and Social Psychology, 211, 1-9.
[5]
Ajzen, I., & Fishbein, M. 1980. A theory of reasoned action. Englewood Cliffs, NJ: Prentice-Hall.
[6]
Alba, J. W., & Chattopadhyay, A. 1985. The effects of context and part-category cues on the recall of competing brands. JMR, Journal of Marketing Research, 22August, 340-349.
[7]
Armbrust, M. 2010. A view of cloud computing. Communications of the ACM, 534, 50-58.
[8]
Augusto, M., & Coelho, F. 2009. Market orientation and new-to-the-world products: exploring the moderating effects of innovativeness, competitive strength, and environmental forces. Industrial Marketing Management, 381, 94-108.
[9]
Bagozzi, R. P., & Dholakia, U. 1999. Goal setting and goal striving in consumer behaviour. Journal of Marketing, 634, 19-32.
[10]
Bandura, A. 1986. Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice Hall.
[11]
Bandura, A. 1991. Social cognitive theory of self-regulation. Organizational Behavior and Human Decision Processes, 50, 248-287.
[12]
Bandura, A. 1997. Self-efficacy: The exercise of control. New York, NY: W. H. Freeman.
[13]
Bandura, A. 2001. Social cognitive theory of mass communication. Media Psychology, 3, 265-299.
[14]
Bennett, W. L., & Segerberg, A. 2011. Digital media and the personalization of collective action. Information Communication and Society, 146, 770-799.
[15]
Bertot, J. C., Jaegar, P. T., Munson, S., & Glaisyer, T. 2010. Social media technology and government transparency. IEEE Computer Society, 53-59.
[16]
Bolt, M., Killough, L., & Koh, H. 2001. Testing the interaction effects of task complexity in computer training using the social cognitive model. Decision Sciences, 321, 1-19.
[17]
Cantisani, A. 2006. Technological innovation processes revisited. Technovation, 2611, 1294-1301.
[18]
Cheung, C. M. K., & Lee, M. K. O. 2012. What drives consumers to spread electronic word of mouth in online consumer opinion platforms. Decision Support Systems, 53, 218-225.
[19]
Citrin, A. V., Spritt, D. E., Silverman, S. N., & Stem, D. E. 2000. Adoption of internet shopping: The role of consumer innovativeness. Industrial Management & Data Systems, 1007, 294-300.
[20]
Compeau, D., Higgins, C. A., & Huff, S. 1999. Social cognitive theory and individual reactions to computer technology: A longitudinal study. Management Information Systems Quarterly, 23, 145-158.
[21]
Coursaris, C., & Hassanein, K. 2002. Understanding m-commerce: A consumer centric model. Quarterly Journal of Electronic Commerce, 33, 247-271.
[22]
Cramer, S. F. 2006. Student information system implementations: A context for campus change, results of an AACRAO membership survey. College and University, 81, 21-33.
[23]
Cruz, P., Neto, L. N. F., Munoz-Gallego, P., & Laukkanen, T. 2010. Mobile banking rollout in emerging markets: Evidence from Brazil. International Journal of Bank Marketing, 285, 342-371.
[24]
Davis, F. 1989. Perceived usefulness, perceived ease of use, and user acceptance of information technology. Management Information Systems Quarterly, 13, 319-340.
[25]
Davis, F. D. 1986. A technology acceptance model for empirically testing new end-user information systems: Theory and results. Unpublished Doctoral dissertation, Massachusetts Institute of Technology.
[26]
De Luca, L. M., & Atuahene-Gima, K. 2007. Market knowledge dimensions and crossfunctional collaboration: Examining the different routes to product innovation performance. Journal of Marketing, 711, 95-112.
[27]
Dennis, C., Merrilees, B., Jayawardhena, C., & Wright, L. T. 2010. E-consumer behaviour. European Journal of Marketing, 43, 1121-1139.
[28]
Dixon, N. M. 2000. Common knowledge; How companies thrive by sharing what they know. Boston, MA: Harvard Business School Press.
[29]
Eastin, M. S. 2002. Diffusion of e-commerce: An analysis of the adoption of four e-commerce activities. Telematics and Informatics, 19, 251-267.
[30]
Eden, D. 1992. Leadership and expectations: Pygmalion effects and other self-fulfilling prophecies in organizations. The Leadership Quarterly, 34, 271-305.
[31]
Ehrnberg, E. 1995. On the definition and measurement of technological discontinuities. Technovation, 157, 437-452.
[32]
Ethiraj, S. K., Kale, P., Krishanan, M. S., & Singh, J. V. 2005. Where do capabilities come from and how do they matter? A study in the software services industry. Strategic Management Journal, 261, 25-45.
[33]
Eyrich, N., Padman, M. L., & Sweetser, K. D. 2008. Practitioners use of social media tools and communication technology. Public Relations Review, 34, 412-414.
[34]
Folkes, V. 1988. Recent attribution research in consumer behavior: A review and new directions. The Journal of Consumer Research, 143, 548-565.
[35]
Garland, K. J., & Noyes, J. M. 2003. Computer experience: A poor predictor of computer attitudes. Computers in Human Behavior, 20, 823-840.
[36]
Griffin, A. 1997. PDMA research on new product development practices: Updating trends and benchmarking best practices. Journal of Product Innovation Management, 146, 429-458.
[37]
Gruen, A. 2009. The implications of denying fear and anxiety and idealizing victimizers. The Journal of Psychohistory, 371, 59-66. 19852240.
[38]
Ha, I., Yoon, Y., & Choi, M. 2007. Determinants of adoption of mobile games under mobile broadband wireless access environment. Information & Management, 443, 276-286.
[39]
Hauser, J., Tellis, G. J., & Griffin, A. 2006. Research on innovation and mew products: A review and agenda for marketing science. Marketing Science, 256, 687-717.
[40]
Hawn, C. 2009. Take two aspirin and tweet me in the morning: How Twitter, Facebook and other social media are reshaping healthcare. Health Affairs, 289, 361-368. 19275991.
[41]
Hernández, B., Jiménez, J., & Martíín, M. J. 2011. Age, gender and income: Do they really moderate online shopping behaviour? Online Information Review, 351, 113-133.
[42]
Hofstetter, C. R., Zuniga, S., & Dozier, D. M. 2001. Media self-efficacy: Validation of a new concept. Mass Communication & Society, 41, 61-78.
[43]
Hord, S. M., Rutherford, W. L., Huling-Austin, L., & Hall, G. E. 1987. Taking charge of change. Alexandria, VA: Association for Supervision and Curriculum Development.
[44]
Hult, G. T., Hurley, R. F., & Knight, G. 2004. Innovativeness: Its antecedents and impact on business performance. Industrial Marketing Management, 33, 429-438.
[45]
Hutton, G., & Fosdick, M. 2011. The globalization of social media: Consumer relationships with brands evolve in the digital space. Journal of Advertising Research, 564-570.
[46]
Jayawardhena, C. 2004. The hierarchical influence of personal values on e-shopping attitude and behaviour. Internet Research: Electronic Networking Applications and Policy, 142, 127-138.
[47]
Jeffres, L., & Atkin, D. 1996. Predicting use of technologies for consumer and communication needs. Journal of Broadcasting & Electronic Media, 403, 318-330.
[48]
Jones, T., & Clarke, V. A. 1995. Diversity as a deteriminant of attitudes: A possible explanation of the apparent advantage of single-sex settings. Journal of Computing Research, 12, 51-64.
[49]
Kang, J., & Park-Poaps, H. 2010. Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management, 142, 312-328.
[50]
Kaplan, A. M. 2012. If you love something, let it go mobile: Mobile marketing and mobile social media 4X4. Business Horizons, 55, 129-139.
[51]
Kaplan, A. M., & Haenlein, M. 2012. The Britney Spears universe: Social media and viral marketing at its best. Business Horizons, 55, 27-31.
[52]
Kaufman, C. 1991. Coupon use in ethnic markets: Implications from a retail perspective. Journal of Consumer Marketing, 81, 41-51.
[53]
Kietzman, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. 2011. Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54, 241-251.
[54]
Kim, G., Shin, B., & Lee, H. G. 2009. Understanding dynamics between initial trust and usage intentions of mobile banking. Information Systems Journal, 193, 283-311.
[55]
Krasnikov, A., & Jayachandran, S. 2008. The relative impact of marketing, research and development, and operations capabilities on firm performance. Journal of Marketing, 72, 1-11.
[56]
Kuo, D. C., Yu, Y., Chen, Y., & Wei, N. 2012. Cloud-enabled business transformation: A proposed framework. International Journal of Technology Marketing, 72, 209-224.
[57]
Laforet, S., & Li, X. 2005. 'Customers' attitudes towards online and mobile banking in China. International Journal of Bank Marketing, 235, 362-380.
[58]
LaRose, R., & Atkin, D. 1992. Audiotext and the re-invention of the telephone as a mass medium. The Journalism Quarterly, 69, 413-421.
[59]
Laukkanen, T., & Kiviniemi, V. 2010. The role of information in mobile banking resistance. International Journal of Bank Marketing, 285, 372-388.
[60]
Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang, Y. L. 2000. The technology acceptance model and the World Wide Web. Decision Support Systems, 29, 269-282.
[61]
Lee, B. 2012. The determinants of consumer attitude toward service innovation - the evidence of ETC system in Taiwan. Journal of Services Marketing, 261, 9-19.
[62]
Lee, E. J., Lee, J., & Eastwood, D. 2003. A two-step estimation of consumer adoption of technology-based service innovations. The Journal of Consumer Affairs, 372, 256-282.
[63]
Lee, M. C. 2009. Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 83, 130-141.
[64]
Lee, R. P., & Grewal, R. 2004. Strategic responses to new technologies and their impact on firm performance. Journal of Marketing, 68October, 157-171.
[65]
Legris, P., Ingham, J., & Collerette, P. 2003. Why do people use information technology. A critical review of the technology acceptance model. Information & Management, 40, 191-204.
[66]
Lin, C. H., Shih, H. Y., & Sher, P. J. 2007. Integrating technology readiness into technology acceptance: The TRAM model. Psychology and Marketing, 247, 641-657.
[67]
Lippert, S. K., & Forman, H. 2005. Utilization of information technology: Examining cognitive and experiential factors of post-adoption behaviour. IEEE Transactions on Engineering Management, 523, 363-381.
[68]
Lundvall, B., & Borras, S. 1999. The globalising learning economy: Implications for innovation policy. Luxembourg: Office for Official Publications of the European Communities.
[69]
McCormick, H., & Livett, C. 2012. Analysing the influence of the presentation of fashion garments on young consumers online behaviour. Journal of Fashion Marketing and Management, 161, 21-41.
[70]
Moorman, C., & Slotegraaf, R. J. 1999. The contingency value of complementary capabilities in product development. JMR, Journal of Marketing Research, 36, 239-257.
[71]
Naidoo, V. 2010. Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy. Industrial Marketing Management, 398, 1311-1320.
[72]
Nedungadi, P. 1990. Recall and consumer consideration sets: Influencing choice without altering brand evaluations. The Journal of Consumer Research, 1712, 263-276.
[73]
O'Bannon, G. 2001. Managing our future: the generation X factor. Public Personnel Management, 301, 95-109.
[74]
O'Cass, A., & Fenench, T. 2003. Web retailing adoption: Exploring the nature of internet users web retailing behaviour. Journal of Retailing and Consumer Services, 10, 81-94.
[75]
Ojala, A., & Tyrvainen, P. 2011. Value networks in cloud computing. The Journal of Business Strategy, 326, 40-49.
[76]
Ortiz de Guinea, A., & Markus, M. L. 2009. Why break the habit of a lifetime? Rethinking the roles of intention, habit and emotion in continuing information technology use. Management Information Systems Quarterly, 333, 433-444.
[77]
Pavlou, P. A. 2003. Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 73, 101-134.
[78]
Peters, O. 2009. A social cognitive perspective on mobile communication technology use and adoption. Social Science Computer Review, 271, 76-95.
[79]
Peters, O., & Ben Allouch, S. 2005. Always connected: A longitudinal field study of mobile communication. Telematics and Informatics, 223, 239-256.
[80]
Peters, O., Rickes, M., Jöckel, S., Von Criegern, C., & Van Deursen, A. 2006. Explaining and analyzing audiences: A social cognitive approach to selectivity and media use. Communications, 313, 279-308.
[81]
Petric, G., Petrovcic, A., & Vehovar, V. 2011. Social uses of interpersonal communication technologies in a complex media environment. European Journal of Communication, 26, 116-132.
[82]
Pijpers, G. G. M., Bemelmans, T. M. A., Heemstra, F. J., & Van Montfort, K. A. G. M. 2001. Senior executives use of information technology. Information and Software Technology, 43, 959-971.
[83]
Ram, S. 1987. A model of innovation resistance. Advances in Consumer Research. Association for Consumer Research U. S., 141, 208-212.
[84]
Rapp, A., Schillewaert, N., & Hao, A. 2008. The influence of market orientation on ebusiness innovation and performance: The role of the top management team. Journal of Marketing Theory and Practice, 161, 7-25.
[85]
Ratten, V. 2011. Social cognitive theory in mobile banking innovations. International Journal of E-Business Research, 71, 39-51.
[86]
Revels, J., Tojib, D., & Tsarenko, Y. 2010. Understanding consumer intention to use mobile services. Australasian Marketing Journal, 182, 74-80.
[87]
Rice, B., & Bennet, R. 1998. The relationship between brand usage and advertising tracking measurements: International findings. Journal of Advertising Research, 383, 58-66.
[88]
Riquelme, H., & Rios, R. 2010. The moderating effect of gender in the adoption of mobile banking. International Journal of Bank Marketing, 285, 328-341.
[89]
Rogers, E. M. 1995. Diffusion of innovations 4th ed. New York, NY: Free Press.
[90]
Rogers, E. M. 2003. Diffusion of innovations 5th ed. New York, NY: Free Press.
[91]
Rycroft, R. W. 2006. Time and technological innovation: implications for public policy. Technology in Society, 283, 281-301.
[92]
Sarkees, M. 2011. Understanding the links between technological opportunism, marketing emphasis and firm performance: Implications for B2B. Industrial Marketing Management, 40, 785-795.
[93]
Schiffman, L., & Kanuk, L. 2000. Consumer behavior 7th ed. Prentice-Hall.
[94]
Scholnikoff, E. B. 2001. International governance in a technological age. In De la Mothe, J. Ed., Science, technology and governance. New York, NY: Continuum Press.
[95]
Schouten, J. W., & McAlexander, J. H. 1995. Subcultures of consumption: An ethnography of the new bikers. The Journal of Consumer Research, 221, 43-61.
[96]
Shih, C. F., & Venkatesh, A. 2004. Beyond adoption: Development and application of a use-diffusion model. Journal of Marketing, 681, 59-72.
[97]
Sirmon, D. G., Hitt, M. A., Ireland, R. D., & Gilbert, B. A. 2011. Resource orchestration to create competitive advantage: Breadth, depth and life cycle effects. Journal of Management, 375, 1390-1412.
[98]
Sparta, P. 2012. Getting the most out of social learning: Utilizing social media in the workplace. Development and Learning Organizations, 262, 16-18.
[99]
Srinivasan, R., Lilien, L. G., & Rangaswamy, A. 2002. The role of technological opportunism in radical technology adoption: An application to e-business. Journal of Marketing, 663, 47-60.
[100]
Stalk, J., & Hout, T. M. 1990. Competing against time: How time-based competition is reshaping global markets. New York, NY: Free Press.
[101]
Straub, E. T. 2009. Understanding technology adoption: Theory and future directions for informal learning. Review of Educational Research, 792, 625-649.
[102]
Teo, T., & Pian, Y. 2003. A contingency perspective on internet adoption and competitive advantage. European Journal of Information Systems, 122, 78-92.
[103]
Thomson, M., MacInnis, D. J., & Park, C. W. 2005. The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 151, 77-91.
[104]
Tippins, M., & Sohi, R. 2003. IT competency and firm performance: Is organizational learning a missing link? Strategic Management Journal, 248, 745-761.
[105]
Van der Heijden, H. 2003. Factors influencing the usage of websites: The case of a generic portal in the Netherlands. Information & Management, 40, 541-549.
[106]
Venkatesh, V., & Davis, F. D. 2000. A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 462, 186-204.
[107]
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. 2003. User acceptance of information technology: Toward a unified view. Management Information Systems Quarterly, 27, 425-478.
[108]
Venkatraman, M. P. 1991. The impact of innovativeness and innovation type on adoption. Journal of Retailing, 671, 51-68.
[109]
Vishwanath, A., & Chen, H. 2006. Technology clusters: Using multidimensional scaling to evaluate and structure technology clusters. Journal of the American Society for Information Science and Technology, 5711, 1451-1460.
[110]
Voola, R., Casimir, G., Carlson, J., & Agnihotri, M. A. 2012. The effects of market orientation, technological opportunism, and e-business adoption on performance: A moderated mediation analysis. Australasian Marketing Journal, 20, 136-146.
[111]
Weiner, B. 1985. An attributional theory of achievement motivation and emotion. Psychological Review, 9210, 548-573. 3903815.
[112]
Wexler, J. 2001. Why computer users accept new systems. MIT Sloan Management Review, 423, 17.
[113]
Wolski, S., & Jackson, S. 1999, February-March. Technological diffusion within educational institutions: Applying the technology acceptance model. In Proceedings of the The Society for Information Technology & Teacher Education International Conference SITE 99, San Antonio, TX.
[114]
Wood, S. L., & Swait, J. 2002. Psychological indicators of innovation adoption: Cross-classification based on need for cognition and need for change. Journal of Consumer Psychology, 121, 1-13.
[115]
Wu, F., Mahajan, V., & Balasubramanian, S. 2003. An analysis of e-business adoption and its impact on business performance. Journal of the Academy of Marketing Science, 314, 425-447.
[116]
Yang, K. C. C. 2005. Exploring factors affecting the adoption of mobile commerce in Singapore. Telematics and Informatics, 22, 257-277.
[117]
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. 1985. Problems and strategies in services marketing. Journal of Marketing, 492, 33-47.
- Exploring Behaviors and Perceptions Affecting the Adoption of Cloud Computing
Recommendations
Cloud Computing Services: Theoretical Foundations of Ethical and Entrepreneurial Adoption Behaviour
Cloud computing is an emerging service technology that has ethical and entrepreneurial implications. Due to technological innovations increasing the attention placed on cloud computing services, more people are focusing on the security and privacy ...
Cloud Computing Technology Innovation Advances: A Set of Research Propositions
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 ...
Factors affecting cloud computing adoption: perspectives of IT professionals
The purpose of this research is to study the factors affecting cloud computing adoption. This study used the technology-organisation-environment TOE framework as a baseline for the factors affecting cloud computing adoption. The specific factors in the ...
Comments
Please enable JavaScript to view thecomments powered by Disqus.Information & Contributors
Information
Published In
Publisher
IGI Global
United States
Publication History
Published: 01 July 2013
Author Tags
Qualifiers
- Article
Contributors
Other Metrics
Bibliometrics & Citations
Bibliometrics
Article Metrics
- 0Total Citations
- 0Total Downloads
- Downloads (Last 12 months)0
- Downloads (Last 6 weeks)0
Reflects downloads up to 25 Nov 2024
Other Metrics
Citations
View Options
View options
Login options
Check if you have access through your login credentials or your institution to get full access on this article.
Sign in