Social Cognitive Theory and the Technology Acceptance Model in the Cloud Computing Context: The Role of Social Networks, Privacy Concerns and Behavioural Advertising

Cloud computing is one of the major innovation advances in information technology. In order for more consumers to adopt cloud computing as a technological innovation there needs to be a better understanding of the issues involved in consumer adoption processes. Whilst there is an increasing amount of interest in cloud computing as a technological innovation there is an important need to examine the reasons why consumers adopt cloud computing. In this paper, the technology acceptance model and social cognitive theory are identified as the theoretical frameworks to understand the consumer adoption process of cloud computing. A set of research hypotheses are stated from both theoretical frameworks to test their relationship with a consumer’s intention to adopt cloud computing as a technological innovation. These hypotheses focus on perceived usefulness, perceived ease of use, online behavioural advertising knowledge, social networks and online privacy concerns. The findings of the study outline the different areas of technological innovation research that are needed in order to advance the information technology industry in the future. The findings suggest that perceived ease of use, perceived usefulness and online privacy concerns can determine a consumer’s intention to adopt cloud computing but online behavioural advertising knowledge and social networks differ amongst consumers in different countries. Finally, some of the key issues influencing consumer adoption of cloud computing are outlined, which due to the emerging nature of this technological innovation will influence the regulation and marketing of cloud computing services by firms and governments in the technology sector.