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http://dx.doi.org/10.7737/JKORMS.2012.37.3.057

A Study on the Adoption Behavior of B2C Public Cloud Service in Korea  

Roh, Doo-Hwan (한양대학교 경영학과)
Chang, Suk-Gwon (한양대학교 경영학부)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.37, no.3, 2012 , pp. 57-68 More about this Journal
Abstract
The recent proliferation of various smart devices like the smartphone, tablet PC, and smart TV enables consumers to download various applications from the network and to access private files stored in their desktop server at any time and at any place. The trend of ubiquitous access seems to have become stronger and more diversified toward a ubiquitous network computing environment with the aggressive deployment of commercial cloud services. Recently, many Korean network service providers launched commercial B2C public cloud services, which were widely adopted by smart device users. They include Daum cloud, N drive, ucloud, and uplus box, mostly provided by major Korean telecom companies and portals. This paper aims to explore consumers' adoption behaviors toward the B2C public cloud services that were recently deployed in the Korean market. In order to achieve the goal, we identified key influencing factors that affect the consumers' adoption behaviors, based on an extension of the technology acceptance model (TAM). Several hundred smart device users were surveyed to test the generic regression model with the extended set of TAM variables.
Keywords
Uesr Acceptance; Technology Acceptance Model; B2C Cloud Service;
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Times Cited By KSCI : 2  (Citation Analysis)
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