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Unlocking Generation Y’s continuance intentions in personal cloud storage services: an extended expectation confirmation model analysis

Ali Vafaei-Zadeh (Graduate School of Business, Universiti Sains Malaysia, Minden, Malaysia)
Davoud Nikbin (School of Business and Law, University of Brighton, Brighton, UK)
Jing Loo (Graduate School of Business, Universiti Sains Malaysia, Minden, Malaysia)
Haniruzila Hanifah (Graduate School of Business, Universiti Sains Malaysia, Minden, Malaysia)

The Electronic Library

ISSN: 0264-0473

Article publication date: 26 August 2024

Issue publication date: 23 September 2024

135

Abstract

Purpose

This study aims to investigate the factors that influence the continuance intention to use personal cloud storage services among Generation Y.

Design/methodology/approach

A quantitative online survey was carried out to collect data from 271 respondents. Structural equation modelling with SmartPLS 4.0 software was used to run the analysis and examine the hypothesized relationships in the research model.

Findings

The study revealed that both satisfaction and habit exert a significant influence on continuance intention, whereas self-efficacy does not demonstrate a significant effect. In addition, satisfaction was found to be influenced by confirmation, perceived usefulness and perceived security. Furthermore, confirmation and cloud storage service quality were found to impact perceived usefulness, while confirmation also had an effect on perceived security. However, the hypothesized moderating role of perceived privacy risk in the relationship between perceived usefulness, perceived security and satisfaction was not supported.

Originality/value

This study advances the field by adapting an expanded expectation-confirmation model that delineates the nuanced impacts of habit, user satisfaction and self-efficacy on Generation Y’s continuance intention to use personal cloud storage services. It challenges the conventional wisdom regarding self-efficacy’s influence on technology adoption, offering a more intricate portrayal of its role. This research contributes a distinctive theoretical perspective, emphasizing the complex interplay of factors that inform sustained user engagement with cloud technologies.

Keywords

Citation

Vafaei-Zadeh, A., Nikbin, D., Loo, J. and Hanifah, H. (2024), "Unlocking Generation Y’s continuance intentions in personal cloud storage services: an extended expectation confirmation model analysis", The Electronic Library, Vol. 42 No. 5, pp. 827-847. https://doi.org/10.1108/EL-03-2024-0097

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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