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Understanding Individual's Switching Intentions to Cloud Computing Service: Based on the Social Exchange Theory  

Shin, Seonjin (서강대학교 경영학부)
Park, Sung-Uk (한국과학기술정보연구원)
Publication Information
Journal of Korea Technology Innovation Society / v.18, no.1, 2015 , pp. 176-203 More about this Journal
Abstract
While the importance of adopting cloud computing service has been emerged, comparatively little research has been conducted on examining factors of an individual user's intention to switch toward cloud computing service. Hereafter, this study presents and empirically tests users' intention to switch to cloud computing. Our model posits that the characteristics of cloud computing such as effectiveness, economics, accessability, switching cost, security concern, and satisfaction toward existing IT service to cloud service affect perceived value, which in turn, influences intention to switch. An experimental study using student subjects provided empirical validation for our proposed model. Survey data from 204 respondents was used to test the model using partial least square analysis. As the result of the analysis, five hypotheses out of seven hypotheses were supported. According to our results, among the characteristics of cloud computing, effectiveness, economics, switching cost, and security concern were found to have significant impact on users' intention to switch that mediated by perceived value. Based on our research findings, we hope that this research will stimulate researchers' interest in the emerging area of cloud computing adoption.
Keywords
Personal Cloud Computing; Social Exchange Theory; Perceived Value; Intention to Switch;
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Times Cited By KSCI : 3  (Citation Analysis)
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