Investigating factors influencing individual user's intention to adopt cloud computing: a hybrid approach using PLS-SEM and fsQCA

The main objective of this study is to investigate the factors that influence the adoption intention of cloud computing services among individual users using the extended theory of planned behavior.

A purposive sampling technique was used to collect a total of 339 data points, which were analyzed using SmartPLS to derive variance-based structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA).

The results obtained from PLS-SEM indicate that attitude towards cloud computing, subjective norms, perceived behavioral control, perceived security, cost-effectiveness, and performance expectancy all have a positive and significant impact on the adoption intention of cloud computing services among individual users. On the other hand, the findings from fsQCA provide a clear interpretation and deeper insights into the adoption intention of individual users of cloud computing services by revealing the complex relationships between multiple combinations of antecedents. This helps to understand the reasons for individual users' adoption intention in emerging countries.

This study offers valuable insights to cloud service providers and cyber entrepreneurs on how to promote cloud computing services to individual users in developing countries. It helps these organizations understand their priorities for encouraging cloud computing adoption among individual users from emerging countries. Additionally, policymakers can also understand their role in creating a comfortable and flexible cloud computing access environment for individual users.

This study has contributed to the increasingly growing empirical literature on cloud computing adoption and demonstrates the effectiveness of the proposed theoretical framework in identifying the potential reasons for the slow growth of cloud computing services adoption in the developing world.