Even though cloud computing is one of the hottest growth areas in the field of IT today, the existing body of literature related to cloud computing remains surprisingly small. The few research studies extant in the area have primarily focused on two broad areas, including: the technical implications of implementing cloud computing solutions, and the impact of cloud computing adoption by individual and organizational users. The behavioral aspects of cloud computing adoption, and especially using adoption models as a theoretical basis, remain least studied and most misunderstood. Moreover, existing models have been tested and used to gauge the behavior intention to adopt technology from a single perspective.
Accordingly, this study proposes a new model for evaluating technology adoption, with specific reference to cloud computing adoption – the Technology Trade Theory model. This model is derived from the synthesis of the Technology Acceptance Model and the Social Exchange Theory. The Triple T model proposes that technology acceptance is the result of a trade process. The purpose of this trade is to maximize advantages and minimize disadvantages. Prospective adopters will weigh the potential advantages and disadvantages of the technology and will only adopt the technology when its advantages outweigh its disadvantages.
Data is collected using a panel study administered to a sample of middle and top level IT managers. Relationships between the variables are assessed using the Pearson product moment correlation coefficient. Significance is tested by means of paired two-tailed tests.
Even though the study validates most of the relationships between variables in the TAM model, it still finds that the TAM model has less predictive ability. Since the proposed Triple T model addresses many of the weaknesses in the TAM model, the study proposes it to be a better model.
The proposed Triple T model also finds that a single advantage may outweigh numerous disadvantages or that a single disadvantage may outweigh numerous advantages during the adoption process and therefore executive decisions to adopt technology are often driven by just one advantage or disadvantage to the exclusion of all the others. These findings suggest that substantial improvement in the prediction of technology adoption intention is possible when previous models are integrated with the Social Exchange Theory.
Table of Contents
CHAPTER 1:RATIONALE
1.1. Problem Statement
1.2. Background/Introduction-Technology Acceptance and Cloud Computing
1.3. Research Objectives
1.4. Research Questions
1.5. Significance of Research
1.6. Organization of Research
CHAPTER 2: LITERATURE REVIEW
2.1. Empirical Research in Cloud Computing Technology
2.1.1. Definition of Cloud Computing
2.1.2. Characteristics of Cloud Computing
2.1.3. Cloud Computing Technology
2.1.4. Service Models
2.1.5. Deployment Models
2.1.6. How Cloud Computing Works
2.1.7. Cloud Computing Applications
2.1.8. Advantages of Cloud Computing
2.1.9. Disadvantages of Cloud Computing
2.1.10. Gaps in Cloud Computing Literature
2.2. Empirical Research in Relevant Disciplines: Theories of Technology Adoption
2.2.1. Theory of Reasoned Action
2.2.2. Theory of Planned Behavior
2.2.3. Technology Acceptance Model
2.2.4. TAM2
2.2.5. Decomposed Theory of Planned Behavior (decomposed TPB)
2.2.6. Motivational Model
2.2.7. The Model of PC Utilization
2.2.8. The Innovation Diffusion Theory
2.2.9. The Unified Theory of Acceptance and Use of Technology (UTAUT)
2.2.10. Social Exchange Theory (SET)
2.2.11. Gaps in Technology Acceptance Model Literature
CHAPTER 3: METHODOLOGY
3.1. Theoretical Framework
3.1.1. The Proposed Model
3.1.2. Research Hypothesis / Questions
3.1.3. Operational Definitions of Variables
3.1.4. Rival Hypothesis
3.1.5. Plausibility Assessment of Rival Hypotheses
3.2. Research Design Approach
3.3. Context of Study
3.3.1. Setting
3.3.2. Population
3.3.3. Limitations
3.3.4. Sample Design and Selection
3.4. Feasibility Analysis and Design Selection
3.4.1. Data Collection
3.4.2. Methods of Measurement
3.4.3. Instrumentation
3.4.4. Data Collection Procedures
3.4.5. Data Coding
3.4.6. Data Collected
3.4.7. Data Quality Assessment
CHAPTER 4: RESULTS AND FINDINGS
4.1. Data analysis
4.1.1. Data Analysis Procedures
4.1.2. Data Analysis Methods
4.2. Results
4.2.1. Demographic Characteristics of the Respondents
4.2.2. Cross Tabulation of Results
4.2.3. Analysis of Relationships in TAM Framework
4.2.4. Hypotheses Testing
CHAPTER 5: IMPLICATIONS AND CONCLUSIONS
5.1. Contribution to Knowledge
5.2. Implication for Future Research
5.3. Implication for Practitioners
5.4. Implication for Policy Makers
5.5. Conclusions
Research Objectives and Themes
The primary research objective is to develop and empirically test a unified theory of technology acceptance—the Technology Trade Theory (or Triple-T) model—by integrating the Social Exchange Theory into the Technology Acceptance Model (TAM). This research aims to address the limitations of existing technology adoption models by conceptualizing adopter behavior as a trade process where potential advantages and disadvantages are systematically weighed. The research seeks to answer whether the advantages of cloud computing initiatives effectively outweigh the perceived disadvantages for IT executives.
- Integration of Social Exchange Theory with the Technology Acceptance Model.
- Categorization and weighting of cloud computing advantages and disadvantages.
- Empirical evaluation of factors influencing technology adoption intention.
- Predictive analysis comparing the Triple-T model with traditional TAM frameworks.
- Assessment of the impact of organizational and individual characteristics on adoption decisions.
Excerpt from the Book
1.2. Background/Introduction-Technology Acceptance and Cloud Computing
Technology adoption has long been touted as a major enabler of organizational success. At the strategic level, technology adoption is widely accepted as a major driver of cost reductions, productivity improvements, more effective communication, higher quality products, increased business process efficiencies, and market expansion, among other many benefits (David, Agboh, & Radhakrishnan, 2010; Teo & Ranganathan, 2004).
In spite of the potential benefits which the adoption of IT offers, and perhaps because of the perceived attendant risks, there is striking unanimity in the technological adoption discourse that many organizations do not adopt new technology as intensely as others do. Against this background, the growth in the number of empirical studies focusing on technological adoption has been nothing short of dramatic. These studies have focused on a wide array of technologies, including: information technology (David, Agboh, & Radhakrishnan, 2010), clean technology (González, 2005), insect management technology (Harper et al, 1990), dust-removing technology (Ning, 1997), biometric security systems (Lease, 2005), among many others.
Within the Information Technology (IT) sphere, a number of studies have focused on specific areas, some of which include: E-mail adoption, The internet, The adoption of word processing or spread sheet applications, The adoption of the microcomputer, The adoption of internet browsers, and The adoption of data management applications.
Summary of Chapters
CHAPTER 1:RATIONALE: This chapter introduces the problem of existing technology acceptance models, establishes the research objectives and questions, and outlines the significance and organization of the study.
CHAPTER 2: LITERATURE REVIEW: This chapter provides an extensive overview of existing research on cloud computing technology and established technology adoption theories, while identifying critical gaps in the current body of literature.
CHAPTER 3: METHODOLOGY: This section details the theoretical framework of the proposed Technology Trade Theory (Triple-T), the research design approach, and the data collection and measurement methods used to validate the model.
CHAPTER 4: RESULTS AND FINDINGS: This chapter presents the empirical results, including cross-tabulations and statistical analyses, to validate the Triple-T model and test the formulated hypotheses regarding adoption intentions.
CHAPTER 5: IMPLICATIONS AND CONCLUSIONS: This chapter discusses the contributions to knowledge, provides implications for future research, practitioners, and policy makers, and presents final conclusions based on the findings.
Keywords
Cloud Computing, Technology Adoption, Technology Acceptance Model, TAM, Social Exchange Theory, SET, Triple-T Model, Technology Trade Theory, IT Executives, Adoption Intentions, Predictive Modeling, Cost-Benefit Analysis, Systemic Risk, Innovation Diffusion, UTAUT.
Frequently Asked Questions
What is the core focus of this dissertation?
This work investigates the factors that influence the adoption of cloud computing initiatives among IT executives, specifically looking beyond technical implementations to understand the behavioral aspects and decision-making processes involved.
What are the primary themes addressed?
The study centers on the trade-off between perceived advantages (e.g., cost savings, scalability, automation) and disadvantages (e.g., security risks, lack of standards, loss of control) and how these factors influence behavioral intention and final adoption.
What is the research goal of this study?
The primary goal is to develop and empirically test a unified theory of technology acceptance, termed the Technology Trade Theory (Triple-T), by integrating the Social Exchange Theory into the Technology Acceptance Model (TAM).
Which methodology is employed?
The researcher adopted a positivistic, quantitative approach. Data was collected using a panel study involving middle and top-level IT managers, with relationships assessed through the Pearson product-moment correlation coefficient and significance tested using paired two-tailed tests.
What topics are discussed in the main body?
The main body covers the theoretical foundations of previous adoption models, a deep dive into cloud computing technologies, the development of the Triple-T framework, and a rigorous statistical validation of the model using survey data from IT executives.
Which keywords best describe this research?
The study is characterized by terms such as Technology Acceptance, Cloud Computing, Triple-T Model, Adoption Intention, and Social Exchange Theory.
What is the main finding regarding the Triple-T model?
The study finds that the proposed Triple-T model offers a more robust framework than the traditional TAM, successfully demonstrating that perceived advantages (specifically cost and time savings) and disadvantages (specifically security risks) significantly predict behavioral intentions.
Why are security risks a critical factor?
The findings indicate that security concerns act as a significant barrier, where even when other functional advantages (like automation or remote access) are present, the potential risk to security is strong enough to lead prospective adopters to terminate their intention to adopt cloud computing systems.
What is the significance of the "Trade" process?
The "Trade" process acknowledges that business decision-making is often utilitarian; IT executives perform a cost-benefit calculation where a single strong advantage or disadvantage can outweigh numerous minor factors in the final adoption decision.
- Arbeit zitieren
- Mohammad AbdulQadir Obeidat (Autor:in), 2013, Technology Trade Theory (TripleT), München, GRIN Verlag, https://www.grin.com/document/321748
