Sunway Lagoon Marketing Strategies and Segmentation

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Do I Trust Google? An Exploration of How People Form Trust in Cloud Computing
Sarah Kim University of Texas at Austin 1616 Guadalupe Suite #5.202 Austin, TX 78701-1213 srhkim@gmail.com
ABSTRACT

Ayoung Yoon University of North Carolina at Chapel Hill 216 Lenoir Dr. CB #3360 100 Manning Hall, Chapel Hill, NC 27599 ayyoon@email.unc.edu journalists, IT experts, and scholars have addressed challenges of trust in cloud computing often accompanied with concerns for security, privacy, diminishing user control, lack of transparency, and reputation issues (e.g., Ghosh & Arce, 2010; Kahn & Malluhi, 2010; Pearson & Benameur, 2010; Habib, Ries, & Muhlhauser, 2010). Many of the trust-related discussions, however, are often based on the viewpoints of service developers/providers or technology focused (e.g., Hwang & Li, 2010). Cloud service providers (CSPs) saying “trust me” does not necessarily motivate people to respond with “I trust you.” Understanding of users’ thoughts on trust issues in the cloud computing environment is necessary in order to build and preserve trust between users and cloud service providers.
PURPOSE OF RESEARCH

The present study explores individual end-users’ perspectives of cloud computing, especially issues regarding their trust/distrust of cloud services. While current cloud computing service development focuses on adoption by enterprises and organizations, individual endusers who use cloud services in their everyday lives also constitute an important consumer group. Challenges of trust in cloud computing have gained social and scholarly attention accompanied with the rise of privacy and data security concerns. Studies that investigate individual endusers’ views of trust in cloud services, however, are rare. Using semi-structured interviews and a survey questionnaire, the present study aims to capture how ordinary individuals think about cloud…...

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