A adoção de serviços cloud computing pelas empresas portuguesas: O papel dos esforços de marketing

Abstract

The cloud computing services are a technology innovation with an important set of benefits for organizations, although their adoption by Portuguese companies is still incipient. Marketing efforts can play an important role at an early stage of adoption of these services while enhancing the usage intention. The research in this field is scarce and is at an embryonic stage, which is a gap in the literature that must be overcome. This study seeks to be a contribution to filling this gap through the construction and empirical validation of a model that explains how marketing efforts exert their influence on the intention to use cloud computing services by Portuguese companies. The results of the study confirm the positive impact of marketing efforts on effort expectancy, facilitating conditions, performance expectancy and social influence, while the latter three variables exert a positive impact on the intention to use cloud computing services.