Exploring the Cloud Storage Service Adoption Through the Dual Perspectives: Protection Motivation Theory (PMT) and the Extended Unified Theory of Technology Acceptance Model (UTAUT2)

Abstract

Cloud computing is spreading rapidly, but little research has been conducted to understand the effects of the protective perspective on acceptance by individuals. The goal of this study was to explore the impact of protective behavior on individuals' adoption of cloud computing. Specifically, the study will concentrate on personal cloud storage service (CSS), widely recognized as a protective technology. Our theoretical framework endeavored to combine protection motivation theory with the extended unified theory of acceptance and use of technology and focused on the effect of threat in the context of CSS. This study tested two proposed models (Model A, Model B) by structural equation modeling using data from 392 individuals. Data were collected for people in voluntary CSS-usage settings through an online survey. Model A and model B explained 61.0% and 60.4% of the variance in the behavioral intention to accept CSS, respectively. Results showed that CSS adoption is a protective measure against data loss and identified that threat influence CSS adoption. Threat elements directly do not influence behavioral intention to adopt CSS. Threat elements mostly acted as antecedents of independent variables; perceived severity and perceived vulnerability directly influenced technology attributes (performance expectancy, effort expectancy), and showed slightly different results in contextual attributes (facilitating conditions, social influence) and consumer attributes (hedonic motivation, habits). Our study offers a unique perspective for researchers and professionals in understanding the impact of threat factors on information technology domains where protective technologies are operated. Thus, we recommend that academics and business practitioners in the realm of cloud computing should consider user's protective motivation view of adopting CSS when designing, developing, delivering and spreading it.