Title

Cloud Services from a Consumer Perspective

Publication Type

Conference Proceeding Article

Publication Date

8-2010

Abstract

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.

Keywords

cloud computing, consumer preferences, conjoint analysis

Discipline

Computer Sciences | Management Information Systems

Research Areas

Information Systems and Management

Publication

Proceedings of the 16th Americas Conference on Information Systems (AMCIS 2010), Lima, Peru, August 12-15, 2010

Publisher

AIS

City or Country

Atlanta, GA

Additional URL

http://aisel.aisnet.org/amcis2010/329/