The lack of transparency surrounding cloud service provision makes it difficult for consumers to make knowledge based purchasing decisions. As a result, consumer trust has become a major impediment to cloud computing adoption. Cloud Trust Labels represent a means of communicating relevant service and security information to potential customers on the cloud service provided, thereby facilitating informed decision making. This research investigates the potential of a Cloud Trust Label system to overcome the trust barrier. Specifically, it examines the impact of a Cloud Trust Label on consumer perceptions of a service and cloud service provider trustworthiness and trust in the cloud service and cloud service provider. An experimental study was carried out with a sample of 227 business decision makers with data collected before exposure to the label to examine initial perceptions and after exposure to the label to examine any change in perceptions and attitudes. As hypothesised, the results suggest that Cloud Trust Labels that contain positive information can have a positive impact on trust and trustworthiness while Cloud Trust Labels that contain negative information have a negative impact. The practical implications of this new method of communicating trustworthiness online are discussed and recommendations are made for future research.

中文翻译：

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在云中建立消费者信任：对云信任标签方法的实验分析

围绕云服务提供的透明性不足，使消费者难以做出基于知识的购买决策。结果，消费者信任已成为采用云计算的主要障碍。云信任标签表示一种在提供的云服务上向潜在客户传达相关服务和安全信息的方法，从而有助于做出明智的决策。这项研究调查了云信任标签系统克服信任障碍的潜力。具体来说，它检查了“云信任标签”对消费者对服务和云服务提供商的信任度以及对云服务和云服务提供商的信任度的看法的影响。对227个商业决策者进行了一项实验研究，收集了暴露于标签之前的数据以检查最初的感知，以及暴露于标签之后以检查感知和态度的任何变化。如假设的那样，结果表明，包含肯定信息的云信任标签可能对信任和可信赖性产生积极影响，而包含否定信息的云信任标签会产生负面影响。讨论了这种在线交流信任度的新方法的实际含义，并为以后的研究提出了建议。结果表明，包含肯定信息的云信任标签可能会对信任和可信度产生积极影响，而包含否定信息的云信任标签会对负面影响产生积极影响。讨论了这种在线交流信任度的新方法的实际含义，并为以后的研究提出了建议。结果表明，包含肯定信息的云信任标签可能会对信任和可信度产生积极影响，而包含否定信息的云信任标签会对负面影响产生积极影响。讨论了这种在线交流信任度的新方法的实际含义，并为以后的研究提出了建议。