TY - GEN
T1 - Switching propensity in single-homing and multi-homing cloud service relationships
AU - Goode, Sigi
N1 - Publisher Copyright:
© Sigi Goode 2013.
PY - 2013
Y1 - 2013
N2 - Retaining users is a problem for online services. Our study compares the commitment and switching propensities of single-homing users, who only consume services from a single provider, and multi-homing users, who consume similar services from multiple providers at the same time. Using a social capital lens, we test a relationship-commitment model on 109 cloud storage service users. While both types of users show similar levels of service provider commitment, switching propensity is governed by commitment and trust only for multihoming users. For single-homing users, switching propensity is governed by trust. Trust is motivated more by shared values for multi-homing users, but more by mutual understanding for single-homing users.
AB - Retaining users is a problem for online services. Our study compares the commitment and switching propensities of single-homing users, who only consume services from a single provider, and multi-homing users, who consume similar services from multiple providers at the same time. Using a social capital lens, we test a relationship-commitment model on 109 cloud storage service users. While both types of users show similar levels of service provider commitment, switching propensity is governed by commitment and trust only for multihoming users. For single-homing users, switching propensity is governed by trust. Trust is motivated more by shared values for multi-homing users, but more by mutual understanding for single-homing users.
KW - Cloud
KW - Commitment
KW - Relationships
KW - Switching
UR - http://www.scopus.com/inward/record.url?scp=84923876319&partnerID=8YFLogxK
M3 - Conference contribution
T3 - Proceedings of the 24th Australasian Conference on Information Systems
BT - Proceedings of the 24th Australasian Conference on Information Systems
PB - RMIT University
T2 - 24th Australasian Conference on Information Systems, ACIS2013
Y2 - 4 December 2013 through 6 December 2013
ER -