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Table 4.2 Future research directions
Focus
Areas of focus
Guiding theories
Rationale
Consumer
privacy
perceptions
• Examining the
Antecedents to privacy
concern across
differing cloud
applications.
• Unravelling the
outcomes of privacy
concern
in different contexts
including adoption,
continuance and
disclosure behaviours.
• Further unravelling the
trade-offs between
perceived benefits and
risks in different cloud
domains.
• Examining the role of
important privacyrelated
constructs including
trust and risk.
• Privacy calculus
theory
• Social contract
theory
• Protection
Motivation theory
Much of the privacy
literature in other
contexts follows the
APCO model
developed by Smith
et al. (2011) to
explore the
antecedents, privacy
concerns and
outcomes in a given
context. Little is
known about the
important drivers of
concern, dimensions
of concern or
outcomes in the
cloud context.
Effectiveness
of
institutional
assurances
• Developing privacy
labels and just-in-time
interventions for
different cloud
applications and
customers e.g. end
users and business
decision makers.
• Examining the
influence of these
assurances on potential
consumers’ perceptions
of privacy and trust.
• Examining the
influence of these
assurances on existing
customers perceptions
and willingness to
continue use.
• Communication
privacy management
theory
• Procedural fairness
theory
The potential of
institutional
assurances to
influence consumer
perceptions and
behaviours is
documented in other
contexts. There is a
need to unravel their
effectiveness in the
cloud context given
the breadth of
applications and
technologies relying
on the cloud to some
degree to deliver
services.
(continued)
G. FOX