Research On Enterprise User Behavior And Promotion Mechanism And Countermeasures Of Cloud Computing Service Adoption

In recent years,cloud computing technology has developed rapidly and has gradually become an important support for raising the level of enterprise informatization.It also supports creating a new kinetic energy for the digital economy.Cloud computing is a mode of accessing the virtual resource pool through the network to obtain shared computing capacity and resources.It requires minimal management and human intervention to achieve rapid resource acquisition and release.It is flexible,convenient,and on-demand.The characteristics of cloud computing services greatly reduce the cost of enterprise information transformation,which is of great value for those enterprises with limited capital,technology,and human resources.At the same time,cloud computing can effectively integrate various types of design,production,and market resources,promote efficient docking and collaborative innovation in the upstream and downstream of the industrial chain,and create considerable profits and values for enterprises.As a new type of information technology service model,cloud computing is a concentrated expression of information technology development and service model innovation,and it is also a major change and inevitable trend of current information development.Although cloud computing services have great advantages,there are still many considerations about whether these services can be really accepted by users,in technology,cost,efficiency,benefit,and security.Especially for enterprise users,considering security,standards,compatibility,and the company’s own capabilities,cloud computing services still face various problems in the application and promotion of enterprises,the market demand has not yet been fully released.According to the characteristics of cloud computing services and the actual situation of enterprise users’ adoption of cloud computing services,this thesis works on analyzing and refining various influencing factors of enterprise users’ adoption of cloud computing services,construct a behavior model,put forward a series of research hypotheses,and make empirical analysis,so as to clarify the behavior mechanism of enterprise users’ adoption of cloud computing services.On the basis of the research results,combined with the known adoption factors and adoption behavior mechanism,this thesis further proposes the mechanism and countermeasures to promote the adoption of cloud computing services by enterprise users.The main research contents and conclusions of this article include the following aspects:(1)This thesis builds and validates the adoption model of cloud computing service for enterprise users by expanding and amending the technology-organization-environment theoretical framework(T-O-E).Factors in the adoption of technology in the model include relative advantages,complexity,compatibility,perceived costs,and trialability;organizational influence factors include management attitude,resource readiness,and demand urgency;environmental factors include current pressure,competitive pressure and government support;trust factors include cloud service provider quality and information security.The empirical results show that the compatibility and trialability of technology-related influencing factors have a significant positive impact on the intention of enterprise users to adopt cloud computing,and perceived costs have a significant negative impact on the intention of enterprise users to adopt cloud computing.Among organizational influence factors,the management attitude and demand urgency have a significant positive impact on the intention of enterprise users to adopt cloud computing.Among environmental impact factors,current pressure and government support have a significant positive impact on the intention of enterprise users to adopt cloud computing.Among the trust factors,the quality of cloud service providers and the degree of information security have a significant positive impact on the intention of enterprise users to adopt cloud computing.(2)This thesis inquiries the influence of corporate traits on the intention of companies to adopt cloud computing services.There are many dimensions of the company’s characteristics.We mainly study the impact of the three kinds of corporate traits on the willingness to adopt.They are the size of the company,the industry that the company belongs to,and the stage of the company’s development.The research results show that the enterprise scale and the stage of development have a significant impact on the intention of companies to adopt cloud computing services,and the industry of the enterprise has no significant effect on the adoption of cloud computing services.From the results of one-way analysis of variance,according to different enterprise scale analysis,small and micro enterprises have the highest intention of adopting cloud computing services,followed by medium-sized enterprises,and large companies have the lowest willingness to adopt.This shows that the willingness of large enterprises to adopt cloud computing services is weaker than that of small enterprises.According to the analysis of different stages of business development,the intention of companies in the start-up period to adopt cloud computing services is the highest,the adoption intention of growth-stage enterprises is the second highest,and the adoption willingness of mature enterprises is the lowest.This shows that the willingness of old companies to adopt cloud computing services is weaker than that of emerging companies.(3)According to the characteristics of different companies,this thesis conducts grouping and fitting analysis on cloud computing service adoption model.The research results show that,after verification by different groups,the results of adopting the model need to be corrected according to the characteristics of different enterprises.From the results of different enterprise scale groupings,the effect of perceived cost,trialability,current pressure,and government support on the willingness to adopt cloud computing services is significant for small and micro enterprises.For large enterprises,perceived cost,the impact of trial and current pressures on the willingness to adopt was not significant.The influence of government support was significantly lower,and the impact of information security was significantly increased.From the results of grouping and fitting in different stages of business development,perceived cost,trialability,and current pressure have a slightly higher impact on the willingness to adopt companies in the start-up period,government support has significantly increased the adoption of start-up companies.For the companies in matures period,information security has a more significant impact.(4)This thesis proposes a cloud computing service trust evaluation mechanism based on D-S evidence theory and network commentary information.Through analyzing the text emotions of network comments,mining valuable information and judging the user’s trust in cloud computing services,this helps reducing and eliminating the information asymmetry problem in the cloud computing service adoption process,and then it helps improving users’ perception of trust in cloud computing services,and thus help and promote enterprise users to select and adopt cloud computing services.The experimental results show that the overall tendency evaluation based on the D-S evidence theory and the artificial reading evaluation presents a good consistency.(5)This thesis,based on the research of cloud computing service enterprise users adopting influencing factors,proposes the principle of cloud computing user adoption promotion.For the enterprise users who adopt cloud computing services,the suppliers,the cloud computing products and the government who wants to promote the development of cloud computing industry,the thesis proposes some corresponding countermeasures and suggestions.This article has carried out innovative research in the following areas:(1)Extend and revise the traditional Technology-Organization-Environment Theory Framework(TOE)and extend it to the field of cloud computing services.By integrating user adoption theories as well as institutional theory such as innovation diffusion theory,rational behavior theory,planning behavior theory,and technology acceptance model,it combines traditional technology adoption with new cloud computing service technologies,and creatively introduces two trust factors of cloud computing services: the quality of cloud service providers and the degree of information security,and builds the adoption model of cloud computing services for enterprise users.On one hand,the model enriches the framework of TOE research,on the other hand,it also improves the cloud computing service adoption research system.(2)We introduce enterprise traits as control variables into cloud computing service enterprise users adoption model research,analyze the influence of enterprise traits on users’ willingness to adopt cloud computing services,and proceed from the perspective of corporate traits,conduct grouping research and modelling.Through comparative research,the effects of different companies’ characteristics on the willingness to adopt cloud computing are clearly defined,the accuracy of cloud computing service adoption model is improved,and the applied range of cloud computing service adoption model is extended.(3)This thesis proposes a cloud computing service trust evaluation mechanism based on D-S evidence theory and network review information,which helps to reduce and eliminate information asymmetry problems in the cloud computing service adoption process,and improve users’ perception trust of cloud computing services,consequently it promotes business users to adopt cloud computing services.For the first time,this thesis applies the opinion mining method based on D-S evidence theory and the text sentiment analysis based on web comment to the research field of cloud computing service trust and adoption.(4)A multi-dimensional countermeasure system for promoting the adoption of cloud computing services by enterprise users has been proposed.This thesis proposes the principles,opinions,and countermeasures for constructive adoption of cloud computing from different dimensions,such as the adoption of cloud computing service enterprise users,the cloud computing service providers,the products and the government departments who expect to promote cloud computing industry development.The proposal has positive practical significance and practical value for promoting the adoption of enterprise cloud computing services and the development of the cloud computing industry.