||The Effects of Privacy Concern and Other Related Factors to the Continuance Use among Cloud Storage Users
||Institute of International Management (IIMBA--Master)(on the job class)
DeLone and McLean理論
Cloud storage service
Intention to use
Communication privacy management
DeLone and McLean theory
IS success model
Could computing service is a fast growing industry in IT market. With the increasing usage of smartphone and multi-computer device, consumers are craving for large storage capacity to storage data including multimedia, personal document, schedule or other work related files. Users are tend to acquire larger space in storage and enjoy the convenience of the cloud storage service, but they still worry about service security issues while adopting cloud storage service. Therefore, privacy concerns are considered as a major issue restricting e-commerce growing and decreasing sales from internet (Dinev & Hart, 2006).
However, it is limited in individual usage in prior studies, and the linkage of organizational users and privacy concerns in cloud storage service is still missing. In order to fill the gap, we try to explore users’ privacy issue in both individual and organizational level in this research. Besides, communication privacy management (CPM) and information system (IS) theory are utilized in exploring privacy issue in cloud storage service. After analyzing the data of organizational and personal users, our study reconfirm the privacy issue is crucial for users’ intention in adopting the cloud storage service.
TABLE OF CONTENTS IV
LIST OF TABLES IX
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 3
1.2.1 Introduction of Cloud Computing. 3
1.2.2 Privacy Concern. 4
1.2.3 Research Motivation. 4
1.3 Research Objective. 6
1.4 Research Structure. 6
1.5 Research Procedure. 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 Theoretical Foundation. 9
2.1.1 Communication Privacy Management Theory. 9
2.1.2 DeLone and McLean’s Theory. 10
2.1.3 Post-Adoptive Theory. 11
2.2 Construct Definition for Individual Users. 12
2.2.2 Perceived Effectiveness of Industry Self-Regulation (ISR). 12
2.2.3 Perceived Privacy Control (CONT). 13
2.2.4 Perceived Privacy Risk (RISK). 14
2.2.5 Disposition to Value Privacy (DTVP). 14
2.2.6 Cloud Storage Services Privacy Concerns (PC). 15
2.2.7 Intention to Continuance Use Cloud Storage Services (USE). 15
2.2.8 Trust in Cloud Storage Services Provider (T). 15
2.3 Construct Definition for Organizational Users. 16
2.3.1 Information Quality. 16
2.3.2 System Quality. 16
2.3.3 Service Quality. 17
2.3.4 Perceived Usefulness. 17
2.3.5 Continuance Use. 18
2.3.6 User's Satisfaction. 18
2.3.7 Privacy Concern. 19
2.3.8 Security Concern. 19
2.4 Hypotheses Development for Individual Users. 19
2.4.3 Perceived Effectiveness of Industry Self-Regulation and Perceived Privacy Control. 20
2.4.4 Perceived Effectiveness of Industry Self-Regulation and Perceived Privacy Risk. 21
2.4.5 Perceived Privacy Control and Cloud Storage Services Privacy Concerns. 22
2.4.6 Perceived Privacy Control and Trust in Cloud Storage Services Provider. 22
2.4.7 Perceived Privacy Risk and Cloud Storage Service Privacy Concerns. 22
2.4.8 Perceived Privacy Risk and Trust in Cloud Storage Services Provider. 23
2.4.9 Disposition to Value Privacy and Cloud Storage Services Privacy Concerns. 23
2.4.10 Cloud Storage Services Privacy Concerns and Intention to Continuance Use Cloud Storage Services. 24
2.4.11 Cloud Storage Services Privacy Concerns and Trust in Cloud Storage Services Provider. 24
2.4.12 Trust in Cloud Storage Services Provider and Intention to Continuance Use Cloud Storage Services. 25
2.5 Hypotheses Development for Organizational Users. 25
2.5.1 Information Quality and Continuance Use. 25
2.5.2 Information Quality and User's Satisfaction. 26
2.5.3 System Quality and Continuance Use. 26
2.5.4 System Quality and User's Satisfaction. 27
2.5.5 Service Quality and Continuance Use. 27
2.5.6 Service Quality and User's Satisfaction. 28
2.5.7 Perceived Usefulness and Continuance Use. 29
2.5.8 User's Satisfaction and Continuance Use. 29
2.5.9 Security Concern and Privacy Concern. 29
2.5.10 Security Concern and Continuance Use. 30
2.5.11 Privacy Concerns and Continuance Use. 30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 32
3.1 Conceptual Model. 32
3.1.1 Conceptual Model of Individual User. 35
3.1.2 Conceptual Model of Organization User. 36
3.2 Hypotheses to be Tested for Individual Users. 36
3.3 Hypotheses to be Tested for Organizational Users. 37
3.4 Questionnaire Design. 38
3.5 Sampling Plan. 44
3.6 Data Analysis Method. 45
CHAPTER FOUR RESEARCH ANALYSIS RESULTS 47
4.1 Sample Analysis. 47
4.1.1 Data Collection. 47
4.1.2 Characteristics of Respondents. 48
4.2 Descriptive Analysis. 59
4.3 Result of Partial Least Square (PLS) Analysis. 63
4.3.1 Convergent Validity. 63
4.3.2 Discriminant Validity. 66
4.3.3 R Square. 68
4.3.4 Path Coefficient. 69
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 73
5.1 Research Result. 73
5.2 Research Conclusions. 75
5.2.1 Conclusion of Individual User. 75
5.2.2 Unsupported Hypotheses Discussions of Individual User. 76
5.2.3 Conclusion of Organizational User. 77
5.2.4 Unsupported Hypotheses Discussions of Organizational User. 78
5.2.5 Conclusion Comparison. 79
5.3 Managerial Implications and Contributions. 80
5.4 Research Limitations and Further Research Suggestions. 83
Appendix 1: Questionnaires for Individual User Survey-English. 93
Appendix 2: Questionnaires for Organizational User Survey-Chinese. 97
Appendix 3: Questionnaires for Organizational User Survey-English. 100
Appendix 4: Questionnaires for Organizational User Survey-Chinese 103
Appendix 5: Output by PLS of Individual User 107
Appendix 6: Output Bootstrapping by PLS of Individual User 107
Appendix 7: Output by PLS of Organizational User 108
Appendix 8: Output Bootstrapping by PLS of Organizational User 108
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