INFLUENCING FACTORS OF SWITCHING INTENTION AND INTENTION TO USE PERSONAL CLOUD STORAGE SERVICES AMONG GRADUATES IN HANGZHOU, CHINA
Keywords:
Personal Cloud Storage Service, Switching Intention, Intention to Use, Graduates, ChinaAbstract
In China, cloud service leaders such as Alibaba and Tencent provide enterprise-level cloud storage services. At the same time, only a small number of suppliers concentrate on personal cloud storage services (PCSS), and China's most popular PCSS is Baidu Cloud. Therefore, this study investigates the factors influencing switching intentions and intention to use personal cloud storage services, including perceived ease of use, perceived usefulness, perceived risk, attitude, switching cost, intention to use, and switching intention. The data were collected from 517 graduate students using judgmental, stratified random, convenience, and snowball sampling. The item-objective congruence (IOC) and Cronbach's Alpha of the pilot test were approved before the data collection. Afterward, this study applied confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results show that perceived ease of use significantly impacts perceived usefulness. Perceived usefulness, perceived ease of use, and attitude significantly affect intention to use. The perceived risk significantly affected the switching intention. Finally, switching cost and perceived usefulness significantly affect the switching intention.
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