The Moderating Effect of Small Business Staff’s Perception on the Intention to Use Cloud Computing Technology, Using SEM

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ดาลิน อาภัสระวิโรจน์
สุจินดา เจียมศรีพงษ์
วราวุธ ฤกษ์วรารักษ์
อนิรุทธิ์ อัศวสกุลศร



The acceptance of technology by staff in small business is a key to success. For this reason, this study aimed to investigate the relationships of the factors related to the acceptance of cloud computing technology derived from Technology Acceptance Model (TAM) and Diffusion of Innovation Theory (DoI). 447 questionnaires were returned and were analyzed using Structure Equation Model (SEM). It was found that Perceived Ease of Use had the highest value of influence on the intention to use cloud computing technology. As for the factors from DoI, Complexity had a negative influence on Relative Advantage and passed on the negative influence through Relative Advantage to the intention to use cloud computing technology. For the factors from TAM, Perceived Ease of Use and Perceived Usefulness were found to have a relationship similar to those from DoI. Nevertheless, when the total values of influence of these two pairs, namely Perceived Ease of Use and Complexity, and Perceived Usefulness and Relative Advantage, were considered, some differences were revealed. Hence, they could not be completely interchangeable.  

Keywords: 1) Intention to Use Technology 2) Cloud Computing 3) Small Business


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อาภัสระวิโรจน์ด., เจียมศรีพงษ์ส., ฤกษ์วรารักษ์ว., & อัศวสกุลศรอ. (2019). The Moderating Effect of Small Business Staff’s Perception on the Intention to Use Cloud Computing Technology, Using SEM. Journal of Business, Economics and Communications, 14(3), 85-104. Retrieved from
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