Title: Factors affecting adoption of cloud-based services: evidence from an emerging market

Authors: Abhisek Dutta; Raj K. Kovid; Pranav Ranjan

Addresses: School of Business Studies, Sharda University, Greater Noida, India ' School of Business Studies, Sharda University, Greater Noida, India ' PES University, Bangalore, Karnataka, India

Abstract: The increasing use of cloud-based services by consumers makes a compelling case to identify determinants of its adoption. The researchers have used unified theory of acceptance and use of technology (UTAUT) to explain the intention to adopt technology. However, the increasing technology convergence in form of internet of things (IoT) make a convincing reason for further investigating the role of unexplored variables influencing the technology adoption. Using UTAUT as the basic theoretical framework, the study investigated additional determinants such as perceived security risks, perceived trust and price value of technology adoption. Using SEM-PLS method to analyse data collected through a web survey in India, the study found that the performance expectancy, effort expectancy, perceived security risks, facilitating conditions, perceived trust and price value showed significant impact on behavioural intention towards the adoption and use of cloud-based services. However, social influence did not demonstrate any significant influence on behavioural intention.

Keywords: UTAUT; cloud-based services; perceived trust; perceived security risks; PSRs; structural equation modelling; SEM; PLS-SEM.

DOI: 10.1504/IJTMKT.2022.122452

International Journal of Technology Marketing, 2022 Vol.16 No.1/2, pp.168 - 185

Received: 31 Dec 2020
Accepted: 20 Sep 2021

Published online: 25 Apr 2022 *

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