Cloud Computing Services: Theoretical Foundations of Ethical and Entrepreneurial Adoption Behaviour

Cloud computing is an emerging service technology that has ethical and entrepreneurial implications. Due to technological innovations increasing the attention placed on cloud computing services, more people are focusing on the security and privacy issues determined by ethical guidelines and how the technology is evolving as an entrepreneurial service innovation. This paper presents a theoretical perspective on how a person adopts cloud computing. The literature on technology innovation and adoption behaviour is examined with a focus on social cognitive theory. A theoretical framework is then presented, which indicates a number of propositions to describe the intention of a person to adopt cloud computing services. The role of technology marketing capability, sustained learning and outcome expectancy are included in helping to understand the role of cloud computing applications. Suggestions for future research and practical implications are stated. DOI: 10.4018/ijcac.2012040105 International Journal of Cloud Applications and Computing, 2(2), 48-58, April-June 2012 49 Copyright © 2012, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. data management and data mining services that a small company would not be able to do by themselves (Bradshaw et al., 2011). This has lead to cyberinfrastructure being built upon a service orientated architecture that is based on grid and utility computing (Vouk, 2008). The cyberinfrastructure enables a large amount of electronic information to reside in a large data centre that is managed by a third party and accessible at any time or geographic location with an internet connection (Bradshaw, Millard, & Walden, 2011). The use of on demand services is a key differentiating feature of cloud computing, which has evolved from the increase in the number of e-commerce transactions occurring (Osterman, Iosup, Yigitbasi, Prodan, Fahringer, & Epeman, 2010). Globally many businesses have increased the commerce they conduct on the internet and with this large physical data centres have been built to handle the increased internet traffic and data flow (Leymann et al., 2011). At the same time cloud computing has progressed as a way for businesses to store data without facing large capital hardware outlays and for outside companies to manage information software systems (Armbrust, 2010). This paper defines cloud computing as a “platform that is able to dynamically provide, configure and reconfigure servers to address a wide range of needs ranging from scientific research to e-commerce”. Cloud computing enables a person to access information stored electronically from any location (Lu et al., 2003). This advantage of increased independence to store electronic data enables the transfer of information and better communication (Altschuller & Benbunan-Fich, 2009). Part of the appeal of cloud computing is that it enables access to material previously only available in hard copy format thereby increasing a person’s mobility to communicate. Mobile commerce has further increased a person’s access to electronic information in a free-space environment without physical conduit technology being used (Aungst & Wilson, 2005). Mobile commerce is increasingly being used for business purposes and cloud computing is a major part of future growth within the industry as it is an alternative to face-to-face transactions. In conjunction with mobile commerce, cloud computing integrates electronic data storage into business processes thereby forming part of the electronic commerce industry (Vaquero, Rodero-Merino, & Moran, 2011). An ethical issue has been raised by cloud service providers managing information in the event of cybertheft or system crashes (Sasikala, 2011). Other ethical issues facing cloud computer services include privacy, anonymity, liability, reliability and government surveillance (Jaeger et al., 2008). Despite the advantages of cloud computing, there are ethical issues related to different international laws occurring in countries around the world. This has lead to a growing divide between the current usage of cloud computing services and the laws governing its applications (Vaquero, Rodero-Merino, & Buyya, 2011). The ethical issues raised by cloud computing is an area that merits more attention because of the increased usage by both consumers and businesses. Educational institutions including various universities around the world have been partnering with large technology companies such as IBM and Google to provide a solution to these ethical issues created by the educational and research information found on cloud servers (Jaeger et al., 2008). This paper focuses on the intersection of ethics and entrepreneurship conducted by people intending to adopt cloud computing services. In the paper, the nature of cloud computing as a technology innovation and how it is adopted will be considered. By focusing on the ethical issues created by cloud computing services, this paper will attempt to solve potential ethical dilemmas before they progress. This paper is structured as follows. First, the paper discusses the role of cloud computing services. Next, a literature review of technology innovation theories is stated that includes the variety of perspectives researchers have taken to understand how a person adopts a technology service. Then the theoretical framework of the paper based on social cognitive theory is highlighted. This leads to a section on research propositions for technology marketing, entre9 more pages are available in the full version of this document, which may be purchased using the "Add to Cart" button on the product's webpage: www.igi-global.com/article/cloud-computingservices/67547?camid=4v1 This title is available in InfoSci-Journals, InfoSci-Journal Disciplines Computer Science, Security, and Information Technology. Recommend this product to your librarian: www.igi-global.com/e-resources/libraryrecommendation/?id=2