Beyond user experience of cloud service: Implication for value sensitive approach

• An acceptance model of cloud computing.
• The perceived features of cloud services.
• Human values are explored.
• How designers should take these values into account is examined.
• The significant antecedents of cloud computing.

With a value-sensitive approach in mind, a theoretical and empirical analysis was conducted and reported here to explain the factors that influence potential user adoption of cloud computing by integrating quality factors as well as cognitive motivations as primary determining factors. The factors are explored as human values and the methodology how designers should take these values into account is examined. The results show that user intentions and behaviors are largely influenced by the perceived values of cloud services, which include availability, access, security and reliability. These values were found to be the significant antecedents of usefulness and ease of use in cloud computing. Theoretically, the model proposed in this paper advances the existing technology acceptance models and can be used to predict the acceptance and diffusion of cloud computing. Practically, the findings should guide the government and industry promoting cloud services to increase user acceptance by enhancing user experience and ensuring security.