Developing a Model for Software-as-a-Service Adoption

Subject Areas : Jounal of Marketing Management

E.  Haji Ahmadi ¹ (دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران)
B.  Kheiry ² (استادیار، دانشگاه آزاد اسلامی، واحد تهران مرکزی، تهران، ایران)

Received: 2014-05-01 Accepted : 2014-05-01 Published : 2014-04-21

Keywords: cloud computing, Software as a Service, technology acceptance model, Innovation Diffusion Theory, behavioral intention,

Abstract :

Purpose: The goal of this paper is to investigate the effective factors on managers’ behavioral intention for software as a service adoption. Methodology: The factors identified from Technology Acceptance Model, Innovation Diffusion Theory and the study of Benlian & Hess (2011).The data were collected on top and middle managers using a structured questionnaire. A total of 370 questionnaires were completed. Results are analyzed by structural equation modeling, a path diagram generated and sixteen hypotheses tested using LISREL and SPSS software. Findings: five of the hypotheses were accepted. The results reveal that consumer behavioral intention for saas adoption affected by perceived consumer ease of use, marketing efforts and social influence. Research limitation: Other factors might have been identified and added to the conceptual framework. The timeframe of data collection was very specific. The large sample size and its apparent representativeness encourage confident generalization of the findings. Managerial Implications: marketers now have clear evidence that perceived consumer ease of use, marketing efforts and social influence are important factors that affecting consumer behavioral intention, and should plan their intelligence gathering and campaign strategy accordingly.