A Study of Personal Cloud Computing: Compatibility, Social Influence, and Moderating Role of Perceived Familiarity

Authors

Murad Moqbel, University of Texas Rio Grande ValleyFollow
Valerie L. Bartelt
Mohammed Al-Suqri

Document Type

Conference Proceeding

Publication Date

2014

Abstract

Building on a research framework based on the Theory of Reasoned Action (TRA), Innovation Diffusion Technology (IDT), and the Technology Adoption Model (TAM), we propose a model integrating compatibility, social influence, and perceived familiarity given the implicit uncertainty of personal cloud. Our model emphasizes the moderating effect of perceived familiarity on the relationships between both perceived compatibility and social influence on behavioral intention. PLS-based structural equation modeling is employed to test the related propositions empirically. Results from a survey, involving 265 university students, reveal that perceived compatibility explains a larger proportion of the variance in behavioral intention; perceived familiarity plays a significant role in moderating the impact of perceived compatibility and social influence on intention to adopt personal cloud. Managerial and theoretical implications are discussed.

Recommended Citation

Moqbel, Murad, Valerie Bartelt, and Mohammed Al-Suqri. 2014. “A Study of Personal Cloud Computing: Compatibility, Social Influence, and Moderating Role of Perceived Familiarity.” In 20th Americas Conference on Information Systems, AMCIS 2014. Association for Information Systems.

Publication Title

20th Americas Conference on Information Systems, AMCIS 2014