The relevance of prescriptive decision theory in overcoming consumer behaviour reluctance to adopting SaaS solutions, with special consideration to European Corporate Buyers

Nedzad Fajic
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Nedzad Fajic: Allensbach Hochschule Konstanz

Zeitschrift für interdisziplinäre ökonomische Forschung, 2014, issue 1, 48-56

Abstract: The main aim of this study is to identify various sources of reluctance factors in adopting Software–as-a-Service (SaaS) among customers in Europe. In addition, this research intends to develop alternatives to facilitate the adoption rate of SaaS by employing prescriptive decision making theory. Therefore, in order to identify reluctance factors, the present study conducted a survey among 185 corporate buyers in addition to semi-structured interviews among 20 mangers. Through prescriptive theory, this study classified risks such as security, strategic, psychological, financial, and product provider risk. Moreover, this study concluded that awareness programmes, training, SOA, effective promotional strategies, user-friendly systems, and technical and maintenance support facilitate the adoption rate of SaaS. This study enables corporate buyers to have detailed insight into SaaS implementations, its benefits, and risks and guides them to take appropriate decisions.

Keywords: Cloud computing; SaaS; Predictive decision theory; consumer behaviour; purchase reluctance; Europe (search for similar items in EconPapers)
JEL-codes: I30 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ris:zfioef:0072

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