TY - GEN
T1 - Where in the cloud is my data? Location and brand effects on trust in cloud services
AU - Shyam Sundar, S.
AU - Cho, Eugene
AU - Kim, Jinyoung
N1 - Publisher Copyright:
© 2019 Copyright held by the owner/author(s).
PY - 2019/5/2
Y1 - 2019/5/2
N2 - We all hold stereotypes about different locations across the world. Do these stereotypes affect our attitudes toward cloud services when we are told the location of the servers storing our data? And, does it matter if the cloud services are provided by a well-known brand? To answer these questions, a 2 X 11 experiment was conducted to examine the effects of location and brand cues on users' reaction to cloud services. Brand authority of the hosting company had a positive effect. More importantly, location of the cloud servers also affected outcomes, in that users tended to prefer some locations (e.g., US, Europe, Oceania, China) over others (e.g., Russia) for storing their cloud data. These findings have theoretical implications as well as design suggestions.
AB - We all hold stereotypes about different locations across the world. Do these stereotypes affect our attitudes toward cloud services when we are told the location of the servers storing our data? And, does it matter if the cloud services are provided by a well-known brand? To answer these questions, a 2 X 11 experiment was conducted to examine the effects of location and brand cues on users' reaction to cloud services. Brand authority of the hosting company had a positive effect. More importantly, location of the cloud servers also affected outcomes, in that users tended to prefer some locations (e.g., US, Europe, Oceania, China) over others (e.g., Russia) for storing their cloud data. These findings have theoretical implications as well as design suggestions.
KW - Authority
KW - Cloud service
KW - Location
KW - Privacy
KW - Security
UR - http://www.scopus.com/inward/record.url?scp=85067299446&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85067299446&partnerID=8YFLogxK
U2 - 10.1145/3290607.3313021
DO - 10.1145/3290607.3313021
M3 - Conference contribution
AN - SCOPUS:85067299446
T3 - Conference on Human Factors in Computing Systems - Proceedings
BT - CHI EA 2019 - Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems
PB - Association for Computing Machinery
T2 - 2019 CHI Conference on Human Factors in Computing Systems, CHI EA 2019
Y2 - 4 May 2019 through 9 May 2019
ER -