What makes University Students to continuously use Cloud Services? - Enjoyment and Social Influence

Jong Man Lee; Sang Jong Lee

Journal of The Korea Society of Computer and Information

Abbr : JKSCI
2018, 23(1), pp.123-129
Publisher : The Korean Society Of Computer And Information
Research Area : Computer Science

Jong Man Lee ¹, Sang Jong Lee ²

¹동양미래대학교
²메타밸류(주)

ABSTRACT

The purpose of this paper is to investigate the influence of utilitarian, hedonic and social motivations on continuance intention to use cloud services. To do this, this study built a research model and examined how ease of use, usefulness, enjoyment, social influence affect the continuance usage intention of cloud services. The survey method was used for this paper, and data from a total of 82 university students were used for the analysis. And structural equation model was used to analyze the data. The results of this empirical study is summarized as followings. First, enjoyment has a direct effect on the continuance usage intention of cloud services. Second, social influence has a direct effect on the continuance usage intention. Further, it will provide meaning suggestion point of the importance of not only utilitarian motivation but also hedonic and social motivations in establishing the use policy of cloud services.
KEYWORDS

Cloud Services, Continuance Usage Intention, Usefulness, Enjoyment, Social Influence
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