An Explorative Model for B2B Cloud Service Adoption in Korea - Focusing on IaaS Adoption

As the global recession has made it more difficult for companies to invest in IT, cloud computing have emerged as a new paradigm in the business IT as green IT. Among several types of cloud services, the Infrastructure as a Service (IaaS) solution is used by many companies in Korea. The Technology Acceptance Model(TAM) and extended model have been popularly utilized for examining how users come to accept a new information technology, but have not yet been applied to IaaS adoption of B2B cloud services. This paper attempts to explore companies’ adoption behaviors toward the B2B cloud services that were recently deployed in the Korean market. Especially, we focus on IaaS among B2B cloud services provided in Korea. In order to achieve the goal, we identified key influencing factors that affect the companies’ adoption behaviors, based on an extension of the TAM. An explorative model is proposed and a number of hypotheses are tested and analyzed. The study results can not only help company users gain insights into IaaS adoption, but also help IaaS providers improve both new cloud service development and marketing strategy