The Payment Willingness of End User for Cloud Application Service

• Main Authors: Chia-Chen Liu, 劉家蓁
• Other Authors: 王貞淑
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/5scte8

碩士 === 國立臺北科技大學 === 資訊與運籌管理研究所 === 100 === Cloud computing becomes the important issues in recent years. Cloud suppliers have introduced a variety of service functions, but how to make consumers want to pay for those service functions is one of the problems that cloud suppliers need to think. Software as a Service (SaaS) is the fastest growing business in cloud service model. This study uses Office365, as the experimental object to explore users’ willingness to pay on SaaS. This study adopts UTAUT as a theoretical basis. Moreover, because of the service orientation of SaaS, this study also includes Perceive Service Quality, Perceive Sacrifice and Perceive Value as important factors which affect consumers'' willingness to pay. The research objects of this study are users of the Office365 trial phase, the Office365 IT technical staff and related departments. Finally, this study conducts questionnaire analysis by partial least squares (PLS). According to the results of the analysis, following conclusions are made: The cloud service should be able to fit users’ job and to emphasis the job performance of cloud services for male users. The operation of cloud services should be as simple as possible. Simple user instruction should be developed for older and no experience users, or allowing users to operate cloud services intuitively. In addition, cloud services should be accessible and popularized. Suppliers should not only provide accurate services, but also enhance the interactive component of the cloud services. Personalized information and discounts should be provided to increase user’s willingness to pay for could services.