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Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach
van der Werff, Lisa; Fox, Grace; Masevic, Ieva; Emeakaroha, Vincent C.; Morrison, John P.; Lynn, Theo
The lack of transparency surrounding cloud service provision makes it difficult for consumers to make knowledge based purchasing decisions. As a result, consumer trust has become a major impediment to cloud computing adoption. Cloud Trust Labels represent a means of communicating relevant service and security information to potential customers on the cloud service provided, thereby facilitating informed decision making. This research investigates the potential of a Cloud Trust Label system to overcome the trust barrier. Specifically, it examines the impact of a Cloud Trust Label on consumer perceptions of a service and cloud service provider trustworthiness and trust in the cloud service and cloud service provider. An experimental study was carried out with a sample of 227 business decision makers with data collected before exposure to the label to examine initial perceptions and after exposure to the label to examine any change in perceptions and attitudes. As hypothesised, the results suggest that Cloud Trust Labels that contain positive information can have a positive impact on trust and trustworthiness while Cloud Trust Labels that contain negative information have a negative impact. The practical implications of this new method of communicating trustworthiness online are discussed and recommendations are made for future research.
Keyword(s): Cloud computing; Trust; Trustworthiness; Cloud trust label; Sense making
Publication Date:
2019
Type: Journal article
Peer-Reviewed: Yes
Language(s): English
Institution: University College Cork
Funder(s): Enterprise Ireland
Citation(s): van der Werff, L., Fox, G., Masevic, I., Emeakaroha, V.C., Morrison, J.P. and Lynn, T., 2019. Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach. Journal of Cloud Computing, 8(1), (6). DOI:10.1186/s13677-019-0129-8
Publisher(s): Springer
File Format(s): application/pdf
Related Link(s): https://journalofcloudcomputing.springeropen.com/articles/10.1186/s13677-019-0129-8
First Indexed: 2019-11-20 06:49:06 Last Updated: 2019-11-20 06:49:06