Understanding Chinese users’ switching behaviour of cloud storage services

This paper aims to explore the switching intention and behaviour of cloud storage services (CSS) individual users in China by integrating the variables of switching cost and habit into the expectation disconfirmation theory.

Based on 419 valid responses, structural equation modelling was used to examine the research model.

The results indicated that perceived usefulness and expectation disconfirmation have a positive and negative effect on user satisfaction, respectively. While expectation disconfirmation has a negative impact on perceived usefulness, user satisfaction positively affects users’ habit and switching cost. At the same time, switching intention is affected significantly and negatively by perceived usefulness, user satisfaction, as well as switching cost, where in switching intention and habit can commendably predict switching behaviour. The results can guide for CSS providers on how to successfully retain users in the competitive CSS market.

Previous researches have investigated the effects of perceived usefulness, switching cost and user traits on CSS adoption and continuance intention, as well as behaviour; they neglected the antecedents of switching cost and the effect of user habit on them. Additionally, relatively few studies have been devoted to an empirical examination of the switching behaviour from a particular CSS product to its rival products at the individual user level. This research tries to fill these gaps.