基于扎根理论的云存储用户持续使用行为探究

Research on Users' Continuance Usage Behavior of Cloud Storage Based on Grounded Theory

云存储服务实现了对数据的规范化管理,对云存储用户持续使用行为的探究有助于云存储供应商优化服务以提升用户黏度。本文采用深度访谈方法质性研究云存储用户的行为特征,运用扎根理论技术对收集到的访谈数据进行编码分析,构建云存储用户持续使用行为的理论模型。研究发现,持续使用意愿在转换成本与习惯的调节下影响云存储用户的持续使用行为,系统因素、感知有用性、满意度、个体认知因素、社会影响因素5个主范畴通过影响持续使用意愿间接影响用户持续使用行为,系统因素与感知有用性直接影响用户满意度。本文还从安全性、会员收费体系及资源获取渠道占有率3个方面为供应商优化云存储服务提供建议。

Personal cloud storage services can achieve standardized management of data. Exploring the mechanisms of the continuance usage behavior of cloud storage users is of great significance for cloud storage providers to optimize cloud storage services and improve user stickiness. In this paper, we adopt in-depth interview to qualitatively explore the behavior characteristics of cloud storage users, using the grounded theory to encode and analyze the collected interview data, and we construct the theoretical model of the continuous usage behavior of cloud storage users. The paper finds that continuance usage intention affects the continuance usage behavior of cloud storage users under the adjustment of switching costs and habits, system factors, perceived usefulness, satisfaction, individual cognitive factors, and social influence factors indirectly affect users＇ continuance usage behavior by affecting the continuance usage intention, and system factors and perceived usefulness also directly affect satisfaction. In addition, the article also provides three suggestions based on security, membership fee system, and resource acquisition channel share for suppliers to optimize cloud storage services.