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Why would the users of Google's cloud services intend to switch to alternative services?

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  • Lim, Chulmin
  • Kim, Seongcheol

Abstract

As the amount of data collected by individuals increases and working and education environments are digitalized, the demand for personal cloud storage services (PCSS) has been expanded as well. Users can upload their data to the storage in the cloud service and use or share the data seamlessly through multiple devices. Global service providers such as Google and Microsoft have led this market based on their high cloud computing technology and extensive user network, providing free basic service to all users. Google, however, has changed its Google Photos from free to paid service according to the new cloud service policy. Considering diverse opinions and evaluations on the change, this study aims to analyze the users' response to Google's PCSS and service charging policy. This study examines the factors affecting cloud service users' intention to switch to alternative services based on the push-pullmooring (PPM) framework in the context of South Korea. The result of this study provides some practical and policy implications for cloud service providers, IT-related institutions, and government.

Suggested Citation

  • Lim, Chulmin & Kim, Seongcheol, 2022. "Why would the users of Google's cloud services intend to switch to alternative services?," 31st European Regional ITS Conference, Gothenburg 2022: Reining in Digital Platforms? Challenging monopolies, promoting competition and developing regulatory regimes 265653, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itse22:265653
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    References listed on IDEAS

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    More about this item

    Keywords

    Google cloud service; Personal cloud storage service (PCCS); Switching intention; Push-Pull-Mooring (PPM) framework;
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