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A Study Of Personal Cloud Computing: Compatibility, Social Influence, And Moderating Role Of Perceived Familiarity, Murad Moqbel, Valerie L. Bartelt, Mohammed Al-Suqri
A Study Of Personal Cloud Computing: Compatibility, Social Influence, And Moderating Role Of Perceived Familiarity, Murad Moqbel, Valerie L. Bartelt, Mohammed Al-Suqri
Information Systems Faculty Publications and Presentations
Building on a research framework based on the Theory of Reasoned Action (TRA), Innovation Diffusion Technology (IDT), and the Technology Adoption Model (TAM), we propose a model integrating compatibility, social influence, and perceived familiarity given the implicit uncertainty of personal cloud. Our model emphasizes the moderating effect of perceived familiarity on the relationships between both perceived compatibility and social influence on behavioral intention. PLS-based structural equation modeling is employed to test the related propositions empirically. Results from a survey, involving 265 university students, reveal that perceived compatibility explains a larger proportion of the variance in behavioral intention; perceived familiarity plays …