Factors affecting adoption of cloud-based services: evidence from an emerging market
by Abhisek Dutta; Raj K. Kovid; Pranav Ranjan
International Journal of Technology Marketing (IJTMKT), Vol. 16, No. 1/2, 2022

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.

Online publication date: Mon, 25-Apr-2022

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