Service Business

, Volume 10, Issue 2, pp 447–467

Enemies of cloud services usage: inertia and switching costs

  • Laura Lucia-Palacios
  • Raúl Pérez-López
  • Yolanda Polo-Redondo
Empirical article

DOI: 10.1007/s11628-015-0277-y

Cite this article as:
Lucia-Palacios, L., Pérez-López, R. & Polo-Redondo, Y. Serv Bus (2016) 10: 447. doi:10.1007/s11628-015-0277-y
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Abstract

This paper examines the direct and mediating role of inertia on the likelihood of adopting cloud services by individual users, and provides the reasons of the inertial behavior. The study is focused on Google Drive cloud services. The results emphasize the importance of inertia and switching costs in explaining the resistance to use cloud services. Furthermore, inertia partially mediates the relationship between switching costs and cloud computing services usage. Finally, it is found that inertia in the use of prior IT is mainly explained by convenience rather than by loyalty. From the point of view of the service provider, these results have implications on its marketing strategy.

Keywords

Cloud services Inertia Switching costs PLS Mediating effects 

Copyright information

© Springer-Verlag Berlin Heidelberg 2015

Authors and Affiliations

  • Laura Lucia-Palacios
    • 1
  • Raúl Pérez-López
    • 1
  • Yolanda Polo-Redondo
    • 1
  1. 1.Department of Marketing, Faculty of Economics and BusinessUniversity of ZaragozaZaragozaSpain

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