Purchase Intention of Cloud Computing in a Digital Service Providing Company in Sri Lanka

Abstract

Cloud computing is a technological innovation that more and more consumers are adopting because of its mobility and accessibility in storing data. With this state-of-the-art technology information system are shifting from traditional physical computers to virtual technology services with more benefits. In this situation, the consumers are increasingly concerned about the ethical issues raised by the internet including privacy and security concerns. The fast changing and dynamic nature of the digital world has meant that there is confusion among consumers about the beliefs and standards appropriate in an online environment. Selected organization is a cloud service provider and their existing purchases are much behind the expected level. The purpose of this research is to examine the different factors affecting purchase intention of cloud computing services. The schematic diagram is developed based on social cognitive theory and the technology acceptance model to understand how perceived ease of use, perceived usefulness, ethical self-efficacy, innovation self-efficacy, performance expectancy and privacy effect on purchase intention of cloud computing services. A survey questionnaire was used based on sixty-five potential customer responses of the selected organization. Data were analyzed using Correlation and Regression analyses. According to the survey, Perceived Usefulness, Perceived Ease of Use and Innovative Self-Efficacy significantly influence on consumer purchase intention while Innovative Self Efficacy is the most influential factor.