Turning Dark into White Clouds - A Framework on Trust Building in Cloud Providers via Websites

Due to concerns about data security and privacy and the lack of trust, many individuals and organizations are reluctant to use cloud services. Thus, gaining users’ trust in cloud computing is considered as a challenge faced by cloud providers. Previous studies in the field of trust and cloud computing mainly focus on technical aspects such as improving security. While this is important, trust is also shaped by perceptions which in turn are influenced by communication. However, this understanding of trust has been neglected in cloud computing literature so far. This paper conceptualizes the relationships between trust in cloud providers, security, risks, perceptions, and communication in a framework. Based on this understanding, previous literature in the field of trust and cloud computing is analyzed. As a result, future research should explore how cloud providers can improve the communication of implemented security and privacy measures in order to enhance trust.