Software-as-a-Service, a new model of accessing software, presents individual users with tremendous opportunities to work and live conveniently and efficiently. Existing research has put much focus on understanding SaaS potential and risks for organizations and not much effort has been invested in understanding individual users, despite their market significance. This study aims at closing this gap by analyzing the cognitive mechanism through which individual users trade off privacy against the benefits that SaaS offers and identify salient benefits that trigger such trade-off. Based on the Theory of Reasoned Action, the Privacy-Trust-Intention model and cost-benefit theories, we developed a research framework that capture the trade-off between benefits and privacy and further analyzed data collected from an online survey of SaaS users in Korea with 290 respondents. Our findings indicate that individual users' intention to use SaaS is negatively affected by privacy concerns and positively affected by overall perceived benefits in a relationship that is mediated by trust towards SaaS providers. Surprisingly, no direct, significant effect of privacy concerns on intention to use SaaS was found, whereas overall perceived benefits were found to have a direct effect on users' intention to adopt SaaS. We found convenience to be the most salient benefit that users expect from adopting SaaS. Our study contributes to existing research by developing and empirically verifying a benefits-versus-privacy framework in a rather neglected segment of SaaS consumers in previous research. The findings also guide SaaS providers in mitigating privacy concerns; while efforts to minimize privacy will enhance users' trust, it is of paramount importance to maximize salient benefits such as convenience that outweigh privacy concerns during users' decision making to adopt SaaS.
Purpose Cloud computing has disrupted the information technology (IT) industry. Associated benefits such as flexibility, payment on an on-demand basis and the lack of no need for IT staff are among the reasons for its adoption. However, these services represent not only benefits to users but also threats, with cybersecurity issues being the biggest roadblock to cloud computing success. Although ensuring data security on the cloud has been the responsibility of providers, these threats seem to be unavoidable. In such circumstances, both providers and users have to coordinate efforts to minimize negative consequences that might occur from these events. The purpose of this paper is to assess how providers and users can rely on social media to communicate risky events. Design/methodology/approach Based on the Situational Theory of Publics and trust, the authors developed three research questions to analyze stakeholders’ communication patterns after a security breach. By gathering Twitter data, the authors analyzed the data security breach faced by the Premera Blue Cross’ Web application. Findings The results indicate that Premera acted as the main source of information for Twitter users, while trustworthy actors such as IT security firms, specialists and local news media acted as intermediaries, creating small communities around them. Theoretical and practical implications are also discussed. Originality/value Social media could be used for diffusing information of potential threats; no research has assessed its usage in a cloud-based security breach context. The study aims to fill this gap and propose a framework to engage cloud users in co-securing their data along with cloud providers when they face similar situations.
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