A study of personal cloud computing: Compatibility, social influence, and moderating role of perceived familiarity

Murad Moqbel, Valerie Bartelt, Mohammed Al-Suqri

Research output: Contribution to conferencePaperpeer-review

7 Citations (Scopus)


Building on a research framework based on the Theory of Reasoned Action (TRA), Innovation Diffusion Technology (IDT), and the Technology Adoption Model (TAM), we propose a model integrating compatibility, social influence, and perceived familiarity given the implicit uncertainty of personal cloud. Our model emphasizes the moderating effect of perceived familiarity on the relationships between both perceived compatibility and social influence on behavioral intention. PLS-based structural equation modeling is employed to test the related propositions empirically. Results from a survey, involving 265 university students, reveal that perceived compatibility explains a larger proportion of the variance in behavioral intention; perceived familiarity plays a significant role in moderating the impact of perceived compatibility and social influence on intention to adopt personal cloud. Managerial and theoretical implications are discussed.

Original languageEnglish
Publication statusPublished - 2014
Externally publishedYes
Event20th Americas Conference on Information Systems, AMCIS 2014 - Savannah, GA, United States
Duration: Aug 7 2014Aug 9 2014


Other20th Americas Conference on Information Systems, AMCIS 2014
Country/TerritoryUnited States
CitySavannah, GA


  • Compatibility
  • Familiarity
  • Interaction effects
  • Moderating effects
  • Partial least squares
  • Social influence

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications
  • Information Systems
  • Library and Information Sciences

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