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Generational differences in valuing usefulness, privacy and security negative experiences for paying for cloud services
Information Systems and E-Business Management ( IF 2.775 ) Pub Date : 2020-01-29 , DOI: 10.1007/s10257-020-00462-8
Mª Victoria Bordonaba-Juste , Laura Lucia-Palacios , Raúl Pérez-López

This study provides new evidence on the differences between generational cohorts in terms of the effects of technology-related attributes and previous negative privacy and security experiences on users’ propensity to pay for cloud services. Previous negative privacy and security experiences have been examined as a source of different protection behaviors, but little is known about their effect on payment for a premium version of the product or service. Results obtained from a sample of 2480 cloud users show that ubiquity, data loss protection and ease of sharing are relevant aspects for the likelihood of users from the Baby Boomer generation paying for cloud services; for younger users from the Millennial generation, access to greater online resources is the most important technology-related aspect. Previous negative security experiences have a greater impact on payment likelihood for users from Generation X, while privacy concerns are more important for younger Millennial users. The importance of having had a privacy problem in the past decreases as age increases. Cloud service providers and firms with a freemium price strategy should take account of different age cohorts when designing their value offering, emphasizing different aspects depending on the target market.

中文翻译:

评估用于支付云服务的有用性,隐私和安全负面体验的代际差异

这项研究提供了新的证据,证明了在技术相关属性的影响以及以前的负面隐私和安全经验对用户购买云服务的意愿方面,代际人群之间的差异。以前的负面隐私和安全经验已作为不同保护行为的来源进行了检查,但对于其对产品或服务的高级版付款的影响知之甚少。从2480名云用户的样本中获得的结果表明,普遍性,数据丢失保护和易于共享是婴儿潮一代用户为云服务付费的可能性的相关方面。对于千禧一代的年轻用户而言,访问更多的在线资源是与技术相关的最重要方面。先前的负面安全经验对X代用户的付款可能性产生更大的影响,而隐私问题对于年轻的千禧一代用户则更为重要。过去有隐私问题的重要性随着年龄的增长而降低。具有免费增值价格策略的云服务提供商和公司在设计其价值产品时应考虑不同年龄段的人群,并根据目标市场强调不同方面。
更新日期:2020-01-29
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