Research pick: Like a candle in the cloud - "Is the game worth a candle? Users’ adoption of private cloud computing"

New insights into how and why people choose to adopt cloud computing services is reported in the International Journal of Services, Economics and Management. The research found that professional ambition often outweighs concerns about data security when signing up for such services.

Cloud computing, the delivery of computing resources such as software, data storage, and infrastructure using remote servers rather than one’s own computer, is fully embedded in many aspects of today’s internet. These services can offer cost savings, flexibility, and convenience. Yet the technology has also raised persistent worries about the security of proprietary, sensitive or private data on the servers of third-party providers.

The current research looked at how potential cloud users balance the risk-benefits. The team surveyed 125 cloud users and applied structural equation modelling to the survey results. The analysis revealed that the perception of risk, particularly regarding data security and control, undermines how useful individuals believe cloud computing is, thereby reducing the likelihood of adoption. However, career opportunities linked to cloud expertise had a much stronger pull in the opposite direction.

For many survey respondents, the chance to improve job prospects or demonstrate valued skills outweighed their unease regarding security issues. The findings add to the technology acceptance model, a framework used to explain the adoption or otherwise of new technology. Previous research had focused on organisations, where adoption decisions are often made by managers weighing financial costs against strategic needs. This latest study shifts the focus to end-users, for whom choices are more personal, not necessarily delegated, and might be enmeshed with their broader life goals.

With these findings in hand, cloud service providers could improve uptake of their offering by reducing perceived risks through stronger guarantees of security and privacy, while also emphasising the professional advantages of mastering cloud tools.

Tatić, K., Haračić, M., Činjarević, M. and Haračić, M. (2025) ‘Is the game worth a candle? Users’ adoption of private cloud computing’, Int. J. Services, Economics and Management, Vol. 16, No. 1, pp.63–78.