Lifestyle-technology fit: Theorizing the role of self-identity in IS research
Adoption studies focus on technological drivers of use intention. We examine user characteristics and lifestyle as additional drivers of cloud adoption. Cloud non-adopters perceive high risk and low trialability/observability. Cluster analysis reveals three lifestyles among cloud adopters and non-adopters. Only one lifestyle group represents a cloud lifestyle and intends to adopt.
lifestyle-technology fit cluster analysis it diffusion and adoption mobile computing cloud computing