An empirical investigation of factors that drive a user decision to continue using cloud storage services

ABSTRACT

Understanding the factors that determine a user’s decision to continue using cloud storage services is critical for providers and their users. We integrated Stimuli Organism Response (SOR) and Information Technology (IT) continuance decision model to develop a new model. In addition, we selected two quality attributes (i.e., reliability and flexibility) that are essential to reflect the quality of cloud storage services. Our results show that reliability and flexibility positively influence service quality, and that service quality positively influences perceived benefits and satisfaction. Besides, perceived benefits have significant and positive effects on satisfaction and continuance intention decision. Results further show that satisfaction significant and positive direct influence on the continuance intention decision. We also examined the mediated effects among key drivers and validated the mediating role of service quality in the IT continuance decision model. Our model explained 58% of satisfaction, which consequently explained 61% of continuance intention decision.

KEYWORDS:

• Continuance
• flexibility
• service quality
• perceived benefit
• satisfaction

Disclosure statement

No potential conflict of interest was reported by the authors.