Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach

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dc.contributor.authorvan der Werff, Lisa
dc.contributor.authorFox, Grace
dc.contributor.authorMasevic, Ieva
dc.contributor.authorEmeakaroha, Vincent C.
dc.contributor.authorMorrison, John P.
dc.contributor.authorLynn, Theo
dc.contributor.funderEnterprise Irelanden
dc.contributor.funderIDA Irelanden
dc.date.accessioned2019-11-19T12:07:58Z
dc.date.available2019-11-19T12:07:58Z
dc.date.issued2019-04-24
dc.description.abstractThe 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.en
dc.description.statusPeer revieweden
dc.description.versionPublished Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.articleid6en
dc.identifier.citationvan 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/s13677-019-0129-8en
dc.identifier.doi10.1186/s13677-019-0129-8en
dc.identifier.eissn2192-113X
dc.identifier.endpage17en
dc.identifier.issued1en
dc.identifier.journaltitleJournal of Cloud Computingen
dc.identifier.startpage1en
dc.identifier.urihttps://hdl.handle.net/10468/9084
dc.identifier.volume8en
dc.language.isoenen
dc.publisherSpringeren
dc.relation.urihttps://journalofcloudcomputing.springeropen.com/articles/10.1186/s13677-019-0129-8
dc.rights© The Author(s). 2019en
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en
dc.subjectCloud computingen
dc.subjectTrusten
dc.subjectTrustworthinessen
dc.subjectCloud trust labelen
dc.subjectSense makingen
dc.titleBuilding consumer trust in the cloud: an experimental analysis of the cloud trust label approachen
dc.typeArticle (peer-reviewed)en
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