Better Safe than Sorry: A Study of Investigating Individuals' Protection of Privacy in the Use of Storage as a Cloud Computing Service

Since the use of network-based storage as a cloud computing service [Storage as a Service (StaaS)] becomes ubiquitous, users who store data in the cloud are exposed to risk and potentially severe consequences. Therefore, individuals should carefully consider security and privacy issues when using StaaS. Drawing upon the principle of self-preservation and the theory of protection motivation, this study develops a research model explaining the mechanisms leading to the development of a protection strategy for individuals' safe use of StaaS and empirically tests the proposed model. The results show that the natural propensity to trust, an individual trait, influences an individual's need for privacy. This, in turn, along with perception of privacy risk, significantly affects individuals' perception of the need to protect themselves. Three coping appraisal factors, preventive measures, self-efficacy, and willingness to incur cost of prevention, together with the individual perceived need to protect self, directly and positively affect users' need to develop a protection strategy in a cloud computing environment. Theoretical and practical implications are discussed.