Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
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A Study on the Adoption Behavior of B2C Public Cloud Service in Korea

B2C 클라우드 서비스 채택의도의 영향요인에 관한 연구

  • Received : 2012.07.12
  • Accepted : 2012.08.03
  • Published : 2012.09.30
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Abstract

The recent proliferation of various smart devices like the smartphone, tablet PC, and smart TV enables consumers to download various applications from the network and to access private files stored in their desktop server at any time and at any place. The trend of ubiquitous access seems to have become stronger and more diversified toward a ubiquitous network computing environment with the aggressive deployment of commercial cloud services. Recently, many Korean network service providers launched commercial B2C public cloud services, which were widely adopted by smart device users. They include Daum cloud, N drive, ucloud, and uplus box, mostly provided by major Korean telecom companies and portals. This paper aims to explore consumers' adoption behaviors toward the B2C public cloud services that were recently deployed in the Korean market. In order to achieve the goal, we identified key influencing factors that affect the consumers' adoption behaviors, based on an extension of the technology acceptance model (TAM). Several hundred smart device users were surveyed to test the generic regression model with the extended set of TAM variables.

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References

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