Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach
Abstract 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 s...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2019-04-01
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| Series: | Journal of Cloud Computing: Advances, Systems and Applications |
| Subjects: | |
| Online Access: | http://link.springer.com/article/10.1186/s13677-019-0129-8 |
| _version_ | 1818383209498411008 |
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| author | Lisa van der Werff Grace Fox Ieva Masevic Vincent C. Emeakaroha John P. Morrison Theo Lynn |
| author_facet | Lisa van der Werff Grace Fox Ieva Masevic Vincent C. Emeakaroha John P. Morrison Theo Lynn |
| author_sort | Lisa van der Werff |
| collection | DOAJ |
| description | Abstract 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. |
| first_indexed | 2024-12-14T03:02:44Z |
| format | Article |
| id | doaj.art-7357d033030a48efb0390e78d771cff1 |
| institution | Directory Open Access Journal |
| issn | 2192-113X |
| language | English |
| last_indexed | 2024-12-14T03:02:44Z |
| publishDate | 2019-04-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Journal of Cloud Computing: Advances, Systems and Applications |
| spelling | doaj.art-7357d033030a48efb0390e78d771cff12022-12-21T23:19:29ZengSpringerOpenJournal of Cloud Computing: Advances, Systems and Applications2192-113X2019-04-018111710.1186/s13677-019-0129-8Building consumer trust in the cloud: an experimental analysis of the cloud trust label approachLisa van der Werff0Grace Fox1Ieva Masevic2Vincent C. Emeakaroha3John P. Morrison4Theo Lynn5Irish Institute of Digital Business, Dublin City University Business SchoolIrish Institute of Digital Business, Dublin City University Business SchoolIrish Centre for Cloud Computing and Commerce, Dublin City UniversityDepartment of Computer Science, Cork Institute of TechnologyIrish Centre for Cloud Computing and Commerce, University College CorkIrish Institute of Digital Business, Dublin City University Business SchoolAbstract 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.http://link.springer.com/article/10.1186/s13677-019-0129-8Cloud computingTrustTrustworthiness, cloud trust label, Sensemaking |
| spellingShingle | Lisa van der Werff Grace Fox Ieva Masevic Vincent C. Emeakaroha John P. Morrison Theo Lynn Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach Journal of Cloud Computing: Advances, Systems and Applications Cloud computing Trust Trustworthiness, cloud trust label, Sensemaking |
| title | Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach |
| title_full | Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach |
| title_fullStr | Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach |
| title_full_unstemmed | Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach |
| title_short | Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach |
| title_sort | building consumer trust in the cloud an experimental analysis of the cloud trust label approach |
| topic | Cloud computing Trust Trustworthiness, cloud trust label, Sensemaking |
| url | http://link.springer.com/article/10.1186/s13677-019-0129-8 |
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