Integrating TAM and TRA Theory to Discuss the Acceptance Attitude of Enterprise toward Cloud Computing Service provide by Telecommunications Operators in Taiwan

• Main Authors: Meng-ChiaoWu, 吳孟蕎
• Other Authors: Len-Kuo Hu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/51722477924054699026

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 100 === In recent years, the ICT industry contented for opportunities with “Cloud Computing business”. This industry had launched in many innovative applications. A marketing research firm Gartner predicts that there will be up to 80% enterprises of the Top 1,000 Enterprises in the Fortune will use cloud computing services as part of enterprise IT environments by 2012. While the output value of global cloud computing products and services in 2008 was 46.4 billion U.S. dollars, it will grow up to 3.2 times to be more than $ 150 billion. It will be in to the mainstream of the ICT applications in the future. First of all, the purpose of this study is to build an integrated framework to explore the most important key factor which is to understanding of the behavior of corporate customers while telecom operators providing Cloud Computing services. Therefore, this integrated The Technology Acceptance Model (TAM) by Davis (1989) and the Theory of Reasoned Action (TRA) developed by Fisfbein and Ajzen (1975) as theoretical bases. Respectively, examine the relationships among trust, subject norm, perceived usefulness, perceived ease of use, attitude and behavioral intention in this emerging cloud computing services between enterprises and the telecom operator. Second, this study adopts a judgmental sampling method to choose the way of convenience sampling network questionnaire sent on business decision-makers. Total retrieve questionnaire samples are 206. Finally, the research is summarily concluded as follows: (1) The trust has positive direct effect on attitude base on enterprise customers with useing of cloud computing services provided by the telecom service operators. (2) The perceived usefulness has positive direct effect on attitude base on enterprise customers with useing of cloud computing services provided by the telecom service operators. (3) The perceived ease of use has positive direct effect on attitude base on enterprise customers with useing of cloud computing services provided by the telecom service operators. (4) The subject norm has positive direct effect on behavioral intention base on enterprise customers with useing of cloud computing services provided by the telecom service operators.. (5) The attitude has positive direct effect on behavioral intention base on enterprise customers with useing of cloud computing services provided by the telecom service operators.