Conference Proceeding Article
Although there is an increased attention on Cloud Computing in the academic literature in the recent years, most research work focus on technical aspects of cloud computing. Research on consumers’ preferences for cloud services is limited to studies from consulting and industry companies. This paper fills the gap by empirically identifying consumer preferences for cloud service attributes. Using conjoint methods we reveal the relative importance of different attributes of cloud services. The results help both practitioners and academic researchers to better understand the prerequisites of a successful market introduction of cloud services and to design appropriate services. Moreover, the derived information enables a more accurate service differentiation and offers possibilities for second degree price discrimination.
cloud computing, consumer preferences, conjoint analysis
Computer Sciences | Management Information Systems
Information Systems and Management
Proceedings of the 16th Americas Conference on Information Systems (AMCIS 2010), Lima, Peru, August 12-15, 2010
City or Country
KOEHLER, Philip; ANANDASIVAM, Arun; and MA, Dan.
Cloud Services from a Consumer Perspective. (2010). Proceedings of the 16th Americas Conference on Information Systems (AMCIS 2010), Lima, Peru, August 12-15, 2010. 1-11. Research Collection School Of Information Systems.
Available at: http://ink.library.smu.edu.sg/sis_research/1313
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.