Behavioral Intentions to Adopt Technological Innovations

2014 ◽  
Vol 10 (3) ◽  
pp. 1-12 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technology Acceptance ◽  
Cognitive Theory ◽  
Perceived Usefulness ◽  
Future Research ◽  
Technological Innovations ◽  
Chinese Consumers ◽  
Computing Services ◽  
Cloud Computing Services ◽  
Acceptance Model

Cloud computing services are a prominent innovation that has changed consumer behaviours towards adopting new technological services. Despite the popularity of this technological innovation the underlying factors that contribute to a consumer's intention to adopt cloud computing services has not been well researched. This paper builds upon the well-known behavioural intention theories of the technology acceptance model and social cognitive theory to develop and test a number of hypotheses designed to understand the factors influencing intention to use cloud computing services. The research hypotheses in the paper propose that perceived usefulness, consumer innovation attitude, social norms, performance expectancy and trust influence behavioural intentions of consumers towards cloud computing services. The hypotheses are tested in a sample of United States and Chinese consumers to understand whether there are differences in behavioural attitudes towards technological innovations. The paper identifies research limitations, practical implications and future research suggestions.

Behavioral Intentions to Adopt Technological Innovations

2016 ◽  
pp. 1496-1508 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technology Acceptance ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Perceived Usefulness ◽  
Technological Innovations ◽  
Intention To Adopt ◽  
Computing Services ◽  
Cloud Computing Services ◽  
Acceptance Model

Cloud computing services are a prominent innovation that has changed consumer behaviours towards adopting new technological services. Despite the popularity of this technological innovation the underlying factors that contribute to a consumer's intention to adopt cloud computing services has not been well researched. This paper builds upon the well-known behavioural intention theories of the technology acceptance model and social cognitive theory to develop and test a number of hypotheses designed to understand the factors influencing intention to use cloud computing services. The research hypotheses in the paper propose that perceived usefulness, consumer innovation attitude, social norms, performance expectancy and trust influence behavioural intentions of consumers towards cloud computing services. The hypotheses are tested in a sample of United States and Chinese consumers to understand whether there are differences in behavioural attitudes towards technological innovations. The paper identifies research limitations, practical implications and future research suggestions.

Exploring Behaviors and Perceptions Affecting the Adoption of Cloud Computing

2013 ◽  
Vol 4 (3) ◽  
pp. 51-68
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Social Cognitive Theory ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Belief System ◽  
Technological Innovations ◽  
Intention To Adopt ◽  
Computing Services ◽  
Cloud Computing Services

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.

scholarly journals INVESTIGATION OF FACTORS AFFECTING CLOUD COMPUTING ADOPTION IN NIGERIA

2017 ◽  
Vol 15 (2) ◽  
pp. 73-94
Author(s):  
O T AROGUNDADE ◽  
A O ADEJIMI ◽  
A M MUSTAPHA ◽  
A M IKOTUN ◽  
A AKINWALE
Keyword(s):  
Cloud Computing ◽  
Regression Analysis ◽  
Technology Acceptance ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Perceived Ease Of Use ◽  
Factors Affecting ◽  
Computing Services ◽  
Cloud Computing Adoption ◽  
Acceptance Model

Cloud computing is a viable alternative for meeting the technological needs of many  enterprises with the benefits of instantaneous computing resource fulfillment, technology expenditures at lower costs, common technology platforms that can facilitate standardization and decreased  need for internal technology support personnel. This paper examined the behavioral intention to adopt cloud computing services in large and small organization using an Enhanced Technology Acceptance Model (ETAM). The aim is to investigate the factors affecting cloud computing adoption in Nigeria. The model includes variables that other research has found related to adoption of new computing services and technologies. Regression Analysis was then deployed to test the research hypotheses. The result of regression analysis revealed that attitude and adopters ability to use cloud computing (self-efficacy) were better predictor of intention; perceived usefulness and perceived ease of use of cloud computing were better predictor of attitude; perceived ease of use and the relevant of cloud computing to adopters’ work (job relevance) were the predictor of perceived usefulness. 

An Entrepreneurial Approach to Cloud Computing Design and Application

2018 ◽  
pp. 190-203
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technological Innovation ◽  
Future Research ◽  
Technological Innovations ◽  
Computing Services ◽  
Innovative System ◽  
Cloud Computing Services ◽  
The Government ◽  
Design And Application

The design and application of cloud computing services is inherently entrepreneurial as it is constantly evolving as a result of technological innovation. This chapter focuses on providing an entrepreneurial approach to understanding change in the cloud computing context by highlighting the importance of innovative system usage. The chapter discusses how cloud computing services are creating a ecosystem of mobile commerce applications that is changing the way consumers, businesses and the government collects, disseminates and stores information. These changes have given way to entrepreneurial service innovations in the cloud domain that are a result of consumer demand for more current and relevant technological innovations. This chapter addresses the role of entrepreneurship in technological innovations by focusing on marketing and learning applications that are unique to cloud computing services. The future research suggestions from this chapter stress the importance nature of being entrepreneurial to encourage technological innovation in the cloud computing context.

scholarly journals Cloud Computing Services

2012 ◽  
Vol 2 (2) ◽  
pp. 48-58 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Cognitive Theory ◽  
Theoretical Perspective ◽  
Security And Privacy ◽  
Future Research ◽  
Marketing Capability ◽  
Ethical Guidelines ◽  
Computing Services ◽  
Cloud Computing Services

Cloud computing is an emerging service technology that has ethical and entrepreneurial implications. Due to technological innovations increasing the attention placed on cloud computing services, more people are focusing on the security and privacy issues determined by ethical guidelines and how the technology is evolving as an entrepreneurial service innovation. This paper presents a theoretical perspective on how a person adopts cloud computing. The literature on technology innovation and adoption behaviour is examined with a focus on social cognitive theory. A theoretical framework is then presented, which indicates a number of propositions to describe the intention of a person to adopt cloud computing services. The role of technology marketing capability, sustained learning and outcome expectancy are included in helping to understand the role of cloud computing applications. Suggestions for future research and practical implications are stated.

Factors influencing consumer purchase intention of cloud computing in the United States and Turkey

2015 ◽  
Vol 10 (1) ◽  
pp. 80-97 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Purchase Intention ◽  
The United States ◽  
Perceived Usefulness ◽  
Technological Innovations ◽  
Content Type ◽  
Computing Services ◽  
Factors Influencing ◽  
The Usa ◽  
Cloud Computing Services

Purpose – The purpose of this paper is to examine the different factors affecting purchase intention of cloud computing services in Turkey and the USA. Design/methodology/approach – A research framework is developed based on social cognitive theory and the technology acceptance model. A survey questionnaire is used based on student responses in Turkey and the USA to see if there are any differences toward purchase intentions. Findings – A majority of the research hypotheses are supported in both the Turkish and USA sample indicating that there are similarities in perceived ease of use, perceived usefulness, consumer innovation and performance expectancy toward cloud computing. Research limitations/implications – The findings of this research have implications for technology companies and marketers operating in North America, Europe and Asia. Practical implications – As few studies exist on the differences between purchase intention of technological innovations in the USA and Turkey, this paper contributes to a better understanding of whether cultural differences or consumer attitudes effect adoption of emerging technologies including cloud computing services. Originality/value – This paper focusses on the emerging technological innovation of cloud computing services by examining antecedent environmental factors influencing purchase intention. In total, two different country samples are utilized to gain a better international perspective of the reasons why consumers purchase technological innovations.

A cross-cultural comparison of online behavioural advertising knowledge, online privacy concerns and social networking using the technology acceptance model and social cognitive theory

2015 ◽  
Vol 6 (1) ◽  
pp. 25-36 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technology Acceptance ◽  
Technological Innovation ◽  
Perceived Usefulness ◽  
Online Privacy ◽  
Content Type ◽  
Privacy Concerns ◽  
Computing Services ◽  
Online Retailers ◽  
Cloud Computing Services

Purpose – This paper aims to cross-culturally compare how consumers in China and Australia adopt cloud computing services. Cloud computing is one of the major innovation advances in information technology. In order for more consumers to adopt cloud computing as a technological innovation, there needs to be a better understanding of the issues involved in consumer adoption processes for online retailers. While there is an increasing amount of interest in cloud computing as a technological innovation, there is an important need to examine the reasons why consumers purchase cloud computing services for online retailers. Design/methodology/approach – In this paper, the technology acceptance model and social cognitive theory are identified as the theoretical frameworks to understand the consumer purchase intention of cloud computing services. A set of research hypotheses are stated from both theoretical frameworks to test their relationship with a consumer’s intention to adopt cloud computing as a technological innovation. These hypotheses focus on perceived usefulness, perceived ease of use, online behavioural advertising knowledge, social networks and online privacy concerns, which will help online retailers understand how cloud computing can be utilized by consumers to store and access online retail information. Findings – The findings of the study outline the different areas of technological innovation research that are needed to advance the information technology industry in the future. The findings suggest that perceived ease of use, perceived usefulness and online privacy concerns can determine a consumer’s intention to adopt cloud computing, but online behavioural advertising knowledge and social networks differ among consumers in different countries. Originality/value – The key issues influencing consumer adoption of cloud computing are outlined, which due to the emerging nature of this technological innovation will influence the regulation and marketing of cloud computing services by firms and governments in the technology sector.

An Entrepreneurial Approach to Cloud Computing Design and Application

2015 ◽  
pp. 1-14
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technological Innovation ◽  
Future Research ◽  
Technological Innovations ◽  
Computing Services ◽  
Innovative System ◽  
Cloud Computing Services ◽  
The Government ◽  
Design And Application

The design and application of cloud computing services is inherently entrepreneurial as it is constantly evolving as a result of technological innovation. This chapter focuses on providing an entrepreneurial approach to understanding change in the cloud computing context by highlighting the importance of innovative system usage. The chapter discusses how cloud computing services are creating a ecosystem of mobile commerce applications that is changing the way consumers, businesses and the government collects, disseminates and stores information. These changes have given way to entrepreneurial service innovations in the cloud domain that are a result of consumer demand for more current and relevant technological innovations. This chapter addresses the role of entrepreneurship in technological innovations by focusing on marketing and learning applications that are unique to cloud computing services. The future research suggestions from this chapter stress the importance nature of being entrepreneurial to encourage technological innovation in the cloud computing context.

A US-China comparative study of cloud computing adoption behavior

2014 ◽  
Vol 6 (1) ◽  
pp. 53-71 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Comparative Approach ◽  
Technological Innovations ◽  
Chinese Consumers ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Privacy Concerns ◽  
Computing Services ◽  
The Usa ◽  
Cloud Computing Services

Purpose – The purpose of this paper is to examine the effects of privacy concerns and consumer innovativeness towards consumer's adoption of a technological innovation in the form of cloud computing technology. Design/methodology/approach – A cross-cultural comparison between consumers in the USA and China is made through a study of consumers intending to adopt cloud computing services. A review of the technology innovation adoption literature forms the basis of the research propositions, which are based on the extant literature and focused on the innovative adoption behaviour of consumers. A comparative approach is taken to analyse the differences between US and Chinese consumers intending to adopt cloud computing services. Findings – Findings suggest that there are more similarities than differences between US and Chinese consumers adopting cloud computing services. The survey suggests that the performance expectancy, perceived usefulness and perceived ease of use can help predict intention to adopt cloud computing services in both the USA and China, but consumer innovativeness is a better indicator in the USA than in China for consumers adopting technological innovations. Practical implications – This paper is important for cloud service technology marketers by indicating how social influencers can influence consumer's usage of cloud computing by affecting their social network of friends and family. In addition, insight into how consumers adopt cloud computing by focusing on privacy concerns of personal information being shared can help future technology innovations enter the marketplace at a faster rate. Originality/value – This paper fills the gap in the current technology marketing and innovation literature on how consumers adopt technological innovations and highlights the importance of increasing the perceptions of performance expectation of service innovations.

Indian and US consumer purchase intentions of cloud computing services

2014 ◽  
Vol 6 (2) ◽  
pp. 170-188 ◽  
Author(s):  
Vanessa Ratten
Keyword(s):  
Cloud Computing ◽  
Technology Acceptance ◽  
Self Efficacy ◽  
Purchase Intentions ◽  
Perceived Usefulness ◽  
Cloud Services ◽  
Content Type ◽  
Computing Services ◽  
The Usa ◽  
Cloud Computing Services

Purpose – The aim of this paper is to focus on consumer’s perceptions of ethical and innovative aspects of cloud computing services. Cloud computing is a technological innovation that more consumers are adopting because of its mobility and accessibility in storing data. While there has been an increased awareness of cloud computing by consumers, there is limited research about the factors influencing consumers to purchase cloud services. Design/methodology/approach – This study uses the technology acceptance model and the social cognitive theory as the theoretical frameworks to understand how perceived ease of use, perceived usefulness, ethical self-efficacy, innovation self-efficacy, performance expectancy and privacy impact purchase intention of cloud computing services. Research hypotheses are developed from the literature and tested by a survey questionnaire in India and the USA. Findings – The results of the analysis suggest that consumers in India and the USA are affected by similar factors when deciding to purchase cloud computing services, but differ in expectations about performance. Originality/value – This study utilizes Indian and US consumers to compare purchase intentions of technological innovations showing that there are more similarities than differences towards ethical and consumer innovativeness in both countries.

Sign in / Sign up

Export Citation Format

Share Document