Title: Is the game worth a candle? Users' adoption of private cloud computing

Authors: Kasim Tatić; Mahir Haračić; Merima Činjarević; Merima Haračić

Addresses: Department of Microeconomics, School of Economics and Business, University of Sarajevo, Bosnia ' BH Telecom d.d. Sarajevo, Franca Lehara 7, 71 000 Sarajevo, Bosnia and Herzegovina ' Department of Microeconomics, School of Economics and Business, University of Sarajevo, Bosnia ' Prevent Visoko, Topuzovo polje bb, 71 300 Visoko, Bosnia and Herzegovina

Abstract: The present study explores the effect of human-related factors (job opportunity) and system-related factors (perceived risk and perceived usefulness of cloud computing services) on an individual's decision to adopt cloud computing services. Besides, it strives to explore the perceived usefulness of cloud computing services as a mediator in the perceived risk-cloud computing adoption link and the job opportunity-cloud computing services link. Data were collected online from 125 users of cloud computing services and analysed using partial-least square structural equation modelling. The findings reveal that perceived risk directly negatively affects the perceived usefulness of cloud computing services. Job opportunity is positively associated with the perceived usefulness of cloud computing services. We found that the perceived usefulness of cloud computing services mediates the relationship between perceived risk, an individual's decision to adopt cloud computing services, and the link between job opportunities and an individual's decision to adopt cloud computing services. The current study has two theoretical contributions that are worth noting. First, this research offers insight into how perceived risk and job opportunities influence individuals- adoption of cloud computing services. Second, the present study contributes to existing knowledge about applying the technology acceptance model in the context of cloud computing services.

Keywords: cloud computing; technology acceptance model; TAM; perceived risk; job opportunity; perceived usefulness.

DOI: 10.1504/IJSEM.2025.144572

International Journal of Services, Economics and Management, 2025 Vol.16 No.1, pp.63 - 78

Received: 14 Sep 2022
Accepted: 05 Jul 2023
Published online: 21 Feb 2025 *

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