Abstract
Cloud storage service (CSS) is one of the widely applications in cloud computing. However, most users tend to doubt the mechanism of the data security and privacy protection, which may reduce the expected benefits of CSS. Therefore, it‘s an important issue to understand the factors that affect the intention of user to adopt CSS. This study summarize various risk reliever strategies that could be taken by general users when they face a newly emerged technological service. Therefore, it total 4 evaluation dimensions and 10 factors were finally chosen. Then, the Fuzzy Analytic Hierarchy Process method was used to analyze. From the results, it is found the user’s acquaintance with the cloud service provider, the positive online word-of-mouth about the CSS, and the CSS provider’s statement and warranty of data security and privacy protection are three key factors for the users when they consider whether or not to use this service.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Alonso, G., Hagen, C., Agrawal, D., El Abbadi, A., Mohan, C.: Enhancing the Fault Tolerance of Workflow Management System. IEEE Concurrency 8, 74–81 (2000)
Bauer, R.A.: Consumer Behavior as Risk Taking. In: 43rd Conf. of the American Marketing Association, pp. 389–398 (1960)
Biswas, D., Biswas, A.: The Diagnostic Role of Signals in the Context of Perceived Risks in Online Shopping: Do Signals Matter More on the Web? Journal of Interactive Marketing 18(3), 30–45 (2004)
Bowers, K., Juels, A., Oprea, A.: HAIL: A High-Availability and Integrity Layer for Cloud Storage. In: 16th ACM Conf. on Computer and Communications Security (2009)
Buckley, J.J.: Fuzzy Hierarchical Analysis. Fuzzy Sets & Systems 17(3), 233–247 (1985)
Cox, D.F., Rich, S.V.: Perceived Risk and Consumer Decision Making-The Case of Telephone Shopping. Journal of Marketing Research 1(4), 32–39 (1964)
Dowling, G.R., Staelin, R.: A Model of Perceived Risk and Intended Risk-Handling Activity. Journal of Consumer Research 21(1), 119–134 (1994)
Ghormley, Y.: Cloud Computer Management from the Small Business Perspective. International Journal of Management & Information Systems 16(4), 349–356 (2012)
Kim, W.: Cloud Computing: Today and Tomorrow. Journal of Object Technology 8(1), 65–72 (2009)
Kim, I.: Consumers’ Rankings of Risk Reduction Strategies in E-shopping. International Journal of Business Research 10(3), 143–148 (2010)
Lakhani, F.A., Shah, G., Syed, A.A., Channa, N., Shaikh, F.M.: Consumer Perceived Risk and Risk Relievers in E-shopping in Pakistan. Computer and Information Science 6(1), 32–38 (2013)
Mahdavi, I., Fazlollahtabar, H., Heidarzade, A., Mahdavi-Amiri, N., Rooshan, Y.I.: A Heuristic Methodology for Multi-Factors Evaluation of Web-Based E-Learning Systems Based on User Satisfaction. Journal of Applied Sciences 8, 4603–4609 (2008)
Marston, S., Li, Z., Bandyopadhyay, S., Zhang, J., Ghalsasi, A.: Cloud Computing- the Business Perspective. Decision Support Systems 51(1), 176–189 (2011)
Mitchell, V.W., Greatorex, M.: Risk Perception and Reduction in the Purchase of Consumer Services. The Service Industries Journal 13(4), 179–200 (1993)
Nelson, P.: Information and Consumer Behavior. Journal of Political Economy 78(2), 311–329 (1970)
Obeidat, M.A., Turgay, T.: Empirical Analysis for the Factors Affecting the Adoption of Cloud Computing Initiatives by Information Technology Executives. Journal of Management Research 5(1), 152–178 (2013)
Roselius, T.: Consumer Rankings of Risk Reduction Methods. Journal of Marketing 35(1), 56–61 (1971)
Saaty, T.L.: A Scaling Method for Priorities in Hierarchical Structures. Journal of Mathematical Psychology 15(3), 231–281 (1977)
Tan, S.J.: Strategies for Reducing Consumers’ Risk Aversion in Internet Shopping. Journal of Consumer Marketing 16(2), 163–180 (1999)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2014 Springer International Publishing Switzerland
About this paper
Cite this paper
Lin, SL., Wang, CS., Yang, HL. (2014). Applying Fuzzy AHP to Understand the Factors of Cloud Storage Adoption. In: Nguyen, N.T., Attachoo, B., Trawiński, B., Somboonviwat, K. (eds) Intelligent Information and Database Systems. ACIIDS 2014. Lecture Notes in Computer Science(), vol 8398. Springer, Cham. https://doi.org/10.1007/978-3-319-05458-2_30
Download citation
DOI: https://doi.org/10.1007/978-3-319-05458-2_30
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-05457-5
Online ISBN: 978-3-319-05458-2
eBook Packages: Computer ScienceComputer Science (R0)