Buyer behavior · Comparative empirical survey of adopters and non-adopters
An examination of cloud computing adoption decisions: Rational choice or cognitive bias?
Technology in Society · 2023
Summary
Inertia affects non-adopters; adopters emphasize benefits; non-adopters are more influenced by loss aversion; prior adopters did not consider risks as expected.
For your marketing
Possible founder application
Address status-quo inertia and loss aversion explicitly in cloud sales, migration and change plans.
Reported result
What the study found
Inertia affects non-adopters; adopters emphasize benefits; non-adopters are more influenced by loss aversion; prior adopters did not consider risks as expected.
Research question
What the authors investigated
How does the study’s stated design explain its reported outcome in this setting?
Design
Comparative empirical survey of adopters and non-adopters
Sample and setting
157 cloud-adopting and 24 non-adopting organizations.
Scope and transfer
Limitations to keep in view
Unequal adopter/non-adopter groups and self-reported decision data limit inference.
Research sources
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