Keeping the user in the cloud: a cognitive social capital antecedent to use continuance and trust-commitment in personal cloud storage services

ABSTRACT While personal cloud storage services are popular, providers experience difficulty retaining users. Two explanations of user continuance intention, being use continuance theory and trust-commitment theory, emerge from prior literature. However, there is no unifying theoretical lens to reconcile these two explanations. We use a cognitive social capital explanation to unify these two literature streams. We apply our research model to 237 cloud storage users. We find that the cognitive social capital lens significantly predicts both use continuance intention and trust-commitment in personal cloud storage services. Implications for cloud service providers are offered.

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