The Spillover Effect Of Risk Perception About Cloud Security Incident And Its Effect On User Behavior

In China,recent years have witnessed a number of cloud security incidents represented by the shutdown of cloud storage,resulting in users' rising sense of insecurity to the cloud service.This risk perception of using cloud services not only affects the cloud service itself,but may even spill over to the cloud services of peer-competitors.The existing researches attach more importance to the impact of security risk perception on behavioral decisions such as cloud service adoption,but less consider the potential spillover effect of security risk perception of cloud security,and there is a lack of empirical research on continuance usage behaviors after adopting cloud services.Research question is proposed based on such phenomenon,that is,whether the users' risk perception of cloud security incident has a spillover effect? Meanwhile,whether the media coverage about cloud security incidents will have expansion effect on the risk perception of cloud security and have moderating effect on the spillover effect of risk perception? Besides,how will the spillover effect of risk perception affect users' continuance usage behaviors?This paper takes the security incidents in the field of personal cloud storage as the empirical situation,and the shutdown of 360 cloud storage as the research sample.All data sources are from the network,Keyword Index on the Baidu is used as network search data to measure users' risk perception of cloud security,and Baidu also is the source of the media coverage.The number of daily active users of mobile version of Baidu indicates the number of users using mobile search.Spillover effect of risk perception of cloud security incident,the expansion effect of media coverage on risk perception of cloud security,as well as the moderating effect of media coverage on the spillover effect of risk perception,is analyzed based on time series.On this basis,Google trends have been introduced as the control variable.Real objective data including daily active users,daily service hours,and daily startup frequencies of mobile applications have been used to reflect users' continuance usage behaviors,then,by using the fixed effect model of panel data,this paper explores the effect of the spillover effect of risk perception on users' continuance usage behaviors.The results indicate that users' risk perception of cloud security incident has spillover effect.Users' risk perception caused by the incident of cloud service security not only affects the cloud service itself,but also significantly influences the equivalent cloud services of competitors.Media coverage about the cloud security incident has a prominent positive impact on users' security risk perception.Media coverage possesses the moderating effect on spillover of users' risk perception to other cloud services.The spillover effect of risk perception of cloud security incident negatively affects users' continuance usage behaviors.The conclusions of the study can provide inspiration for the cloud service providers to prevent and deal with the negative impact spilled from the risk perception.