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Service Business
Published in: Service Business 2/2016

01-06-2016 | Empirical article

Enemies of cloud services usage: inertia and switching costs

Authors: Laura Lucia-Palacios, Raúl Pérez-López, Yolanda Polo-Redondo

Published in: Service Business | Issue 2/2016

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Abstract

This paper examines the direct and mediating role of inertia on the likelihood of adopting cloud services by individual users, and provides the reasons of the inertial behavior. The study is focused on Google Drive cloud services. The results emphasize the importance of inertia and switching costs in explaining the resistance to use cloud services. Furthermore, inertia partially mediates the relationship between switching costs and cloud computing services usage. Finally, it is found that inertia in the use of prior IT is mainly explained by convenience rather than by loyalty. From the point of view of the service provider, these results have implications on its marketing strategy.
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Appendix
Available only for authorised users
Footnotes
1
In this model, perceived usefulness has a positive and significant influence (b = 0.203, p < 0.10), as do perceived ease-of-use (b = 0.159, p < .0.05) and subjective norms (b = 0.308, p < 0.001). Switching costs show a negative and significant influence (b = −0.355, p < 0.001) and satisfaction has a non-significant and positive impact (b = −0.03; p > 0.10). The control variables exert a similar influence as in the final model.
 
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Metadata
Title
Enemies of cloud services usage: inertia and switching costs
Authors
Laura Lucia-Palacios
Raúl Pérez-López
Yolanda Polo-Redondo
Publication date
01-06-2016
Publisher
Springer Berlin Heidelberg
Published in
Service Business / Issue 2/2016
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI
https://doi.org/10.1007/s11628-015-0277-y

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