Why are people willing to pay for cloud storage service?

Cloud service has created the opportunity for a new business model. Among all of them, cloud storage service is one of the frequently adopted by the Internet user to create, keep and share their files. This study aims to realize customers' willingness to pay for cloud storage service from the mediating effect of perceived value through perceived service quality, perceived sacrifice and conformity. A survey is implemented and analyzed by partial least squares (PLS) method. The research results indicate that the perceived service quality and conformity positively affect the perceived value and then increases the user's willingness to pay indirectly. This study provides cloud service providers with some references on cloud storage service development and marketing in the future. This would also enable these providers to enhance the factors affecting customers' willingness to pay.

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