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http://dx.doi.org/10.14400/JDC.2022.20.5.173

The Influence of Social Factors of Acceptance of Cloud Services on Consumer Usage Intentions  

Chen, Yu-Fei (Dept of Business Adminstration, Honam University)
Nie, Xin-Yu (Dept of Business Adminstration, Honam University)
Quan, Dong-mei (Dept. of Marketing Administration, Qingdao University)
Publication Information
Journal of Digital Convergence / v.20, no.5, 2022 , pp. 173-178 More about this Journal
Abstract
With the development of information technology, the popularization of 5G and cloud computing has accelerated the circulation and digital transformation of information. In the network information society where information is rapidly increasing, it is very important to have the ability to manage and collect the required information. In particular, the information storage and management functions of cloud services are widely used among young people. This research takes the social factors of accepting cloud services as the breakthrough point, and takes young consumers aged 20-30 as the survey object, and designs a research model according to the development of cloud computing technology. The findings verify the influence of social factors on cloud service acceptance and 20-30-year-old consumers' intention to use cloud services. The partial and complete mediating effects of perceived ease of use were verified from the influence relationship between social factors and exploitation intention. Finally, this study provides inspiration for the development direction of cloud computing technology through empirical analysis.
Keywords
Cloud Services; Social Influence; Word of Mouth Information; Use Intention; Mass Media; Perceived Ease of Use;
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