Factors influencing consumer purchase intention of cloud computing in the United States and Turkey: The role of performance expectancy, ethical awareness and consumer innovation

Abstract

Purpose

The purpose of this paper is to examine the different factors affecting purchase intention of cloud computing services in Turkey and the USA.

Design/methodology/approach

A research framework is developed based on social cognitive theory and the technology acceptance model. A survey questionnaire is used based on student responses in Turkey and the USA to see if there are any differences toward purchase intentions.

Findings

A majority of the research hypotheses are supported in both the Turkish and USA sample indicating that there are similarities in perceived ease of use, perceived usefulness, consumer innovation and performance expectancy toward cloud computing.

Research limitations/implications

The findings of this research have implications for technology companies and marketers operating in North America, Europe and Asia.

Practical implications

As few studies exist on the differences between purchase intention of technological innovations in the USA and Turkey, this paper contributes to a better understanding of whether cultural differences or consumer attitudes effect adoption of emerging technologies including cloud computing services.

Originality/value

This paper focusses on the emerging technological innovation of cloud computing services by examining antecedent environmental factors influencing purchase intention. In total, two different country samples are utilized to gain a better international perspective of the reasons why consumers purchase technological innovations.

Citation

Ratten, V. (2015), "Factors influencing consumer purchase intention of cloud computing in the United States and Turkey: The role of performance expectancy, ethical awareness and consumer innovation", EuroMed Journal of Business, Vol. 10 No. 1, pp. 80-97. https://doi.org/10.1108/EMJB-02-2014-0007