Exploring Behaviors and Perceptions Affecting the Adoption of Cloud Computing

Vanessa Ratten
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Vanessa Ratten: Department of Business and Law, Deakin University, Burwood, VIC, Australia

International Journal of Innovation in the Digital Economy (IJIDE), 2013, vol. 4, issue 3, 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.

Date: 2013
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