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

van der Werff, Lisa orcid logoORCID: 0000-0003-4529-4690, Fox, Grace orcid logoORCID: 0000-0003-1392-6833, Masevic, Ieva, Emeakaroha, Vincent C., Morrison, John P. orcid logoORCID: 0000-0002-0134-6025 and Lynn, Theo orcid logoORCID: 0000-0001-9284-7580 (2019) Building consumer trust in the cloud: an experimental analysis of the cloud trust label approach. Journal of Cloud Computing: Advances, Systems and Applications, 8 (6). ISSN 2192-113X

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.
Metadata
Item Type:Article (Published)
Refereed:Yes
Uncontrolled Keywords:Cloud computing; Trust; Trustworthiness; cloud trust label; Sensemaking
Subjects:Computer Science > Computer security
DCU Faculties and Centres:DCU Faculties and Schools > DCU Business School
Publisher:Springer
Official URL:https://dx.doi.org/10.1186/s13677-019-0129-8
Copyright Information:© 2019 The Authors
Use License:This item is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 3.0 License. View License
ID Code:23225
Deposited On:29 Apr 2019 10:26 by Fran Callaghan . Last Modified 26 Nov 2020 16:45
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