Research On Factors Of Personal Cloud Storage Using Intention Based On Perceived Value

With the popularity of smart phones and other smart devices, the Internet has developed users’habits of online lifestyle. Personal cloud storage which can help users store information online, sync and record using different devices anytime anywhere, develop fast. This causes the attention of academic world and business world.Now the personal cloud storage market just begins to develop and market potential is huge. The users have not used it frequently. So grasping the users’core demand and digging out the factors that could influence the usage about the personal cloud storage is very important for the cloud storage provider to satisfy users’demand, improve users’experience, accumulate users and occupy the market.Based on the systematic review of current documents about the using intention of Internet products, the article combined with the perceived value and built the model on factors of personal cloud storage service using intention. And the article built some hypothesis. The model includes perceived benefits, perceived risks, perceived value and using intention. Through the questionnaire, SPSS and AMOS, the article made an empirical analysis that if the perceived benefits and perceived risks have influences on the perceived value and using intention. The main findings are the perceived usefulness and perceived value have a positive influence on using intention observably. Perceived entertainment has a positive influence on using intention. Perceived cost and security privacy risk impact the using intention negatively. Perceived ease of use, image value and the process performance risk have no obvious impact on using intention.Based on the result above, this article gives some suggestion about the development of personal cloud storage. The cloud storage provider should increase the market promotion about the functions and entertainment to attract more users. The cloud storage product should be free for the basic services for most ordinary users and should care about the safety and privacy. Also it should provide differentiated service, improve the user experience and build a platform to allow users to do more things.The main innovation points of this study are as follows:1. Few people research about the personal cloud storage from the aspect of users. The article studied about the using intention of personal cloud storage. This is an innovation in the content.2. The article combined with the perceived value and perceived risks. Then the article built a model of factors that influence the using intention specifically to personal cloud storage. This can have good performance to measure the using intention.