A Study on Mobile Cloud Service Use Behavior:An Application of Expanded Technology Acceptance Model

• Main Authors: Chih-Ta Lu, 呂至達
• Other Authors: Ming-Hsiung Hsiao
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/f7pb2j

碩士 === 樹德科技大學 === 資訊管理系碩士班 === 103 === Due to advanced development of the Internet, pervasive use of mobile phones and more active attitude toward consumer issue, customers’ demands for quantity and quality of cloud service are increasing along with amount of usage. Given of rapid growth of mobile devices like smart phones and tablets, smart phones have gradually substituted traditional phones to become the mainstream. So far most of studies regarding cloud service focus on application development, but research on user behaviors and degree of acceptance of cloud service is significantly insufficient. This study aims to investigate into user behaviors on cloud service who use smart phones. Accordingly, this study not only refers to TAM which itself possesses Perceived usefulness and Perceived ease of use to discuss behavioral model for mobile phones users, but also put in Security and Mobility variables that are derived from cloud service issue. Based on literature review, this study proposes hypothetical model. This model concludes several factors that would affect behaviors using cloud service, including Perceived mobility、Perceived usefulness、Perceived security、Attitude、Intention to use and Perceived ease of use, etc; Further, making use of representative variables extracted from each research aspect aims to measure the degree to which each research aspect affects cloud users. Therefore, this study adopts questionnaire survey method to collect data and Regression analysis to conduct Confirmatory analysis. The result shows that Perceived ease of use positively and significantly affects Perceived usefulness. Users use cloud service through simple operation and further apply the specific function of timely access to information to their works in order to enhance working efficiency; Both easy of use and Mobility would positively and significantly affect Attitude, and simple operation for cloud and the function of access to information on demand have positive and significant effect on user’s Attitude; Attitude toward cloud service positively affect using intention, which indicates that when users possess positive Attitude toward cloud service this would be one of the main factors that influences whether users are willing to keep using cloud service in the near future; Perceived usefulness has no significant effect on Attitude that indirectly explains different career types and positions found in respondents would influence analysis result; Besides, the main reason that Perceived security has no significant effect on attitude is that respondents are individual users who possess less cognition of security and awareness of crisis. However, compared to individual users, the extent to which corporate and governmental departments pay attention to cognition of security and awareness of crisis is much greater. Accordingly, it indicates that Perceived security would result in different consequences and effects when taking different types of users into account.