Research On Intention Of Continuous Use Of Personal Cloud Storage Users

With the popularity of mobile Internet,smart mobile devices have become an inseparable part of people's daily work and life.While bringing convenience to people,the demand for personal data processing and multi-terminal data sharing has also arisen.Facing the increasing market demand,personal cloud storage came into being and began to flourish.Personal cloud storage subverts the traditional way of data storage,and users can access data across time,space,and terminals.At present,the number of users of head cloud storage products has reached a considerable scale,coupled with the recent commercialization of 5G technology and the further maturity of technology,the personal cloud storage industry will have broader development prospects.However,as Internet giants have joined the track one after another,the competition in the personal cloud storage industry has become increasingly fierce.Issues such as product homogeneity and security concerns will have an impact on user adoption and use,which will affect the development of the entire industry.How to attract users,retain users and make users generate real value is a problem that the entire industry needs to solve.In response to the above problems,this paper builds a continuous use research model of personal cloud storage based on the Expectation Confirmation Model(ECM)and the characteristics of personal cloud storage itself.Based on the information sharing function of cloud storage,this paper introduces network externality variables and explores the social attributes of instrumental products.Secondly,it introduces variables of perceptual trust for users' privacy anxiety and security concerns about personal cloud storage.In addition,this article also divides the adoption and use of personal cloud storage into three stages,initial adoption,continuous use,and in-depth use.As the personal cloud storage industry has matured,this article will focus on exploring the use of the latter two stages.In order to verify whether the various assumptions of the construction model are true,this paper uses a questionnaire survey to collect data,and uses the structural equation method to empirically verify the proposed hypothesis,draw relevant conclusions,and combine the conclusions to provide a reference for the development of personal cloud storage.The verification results of the various assumptions of the continuous use model of personal cloud storage show that perceived usefulness and expectation confirmation have a positive effect on satisfaction,which indirectly affects the user 's continuous use intention;perceived usefulness,satisfaction and network externality Factors directly affect the user's intention to continue to use.Perceived trust and continuous use intention positively affect the user's intention to use deeply.It is assumed that most of the paths have been verified,and the impact of perceived trust on the continued use of users is not significant.Finally,this article puts forward some thoughts on the development of personal cloud storage in combination with hypothesis verification results.