Where in the cloud is my data? Location and brand effects on trust in cloud services

S. Shyam Sundar, Eugene Cho, Jinyoung Kim

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

We all hold stereotypes about different locations across the world. Do these stereotypes affect our attitudes toward cloud services when we are told the location of the servers storing our data? And, does it matter if the cloud services are provided by a well-known brand? To answer these questions, a 2 X 11 experiment was conducted to examine the effects of location and brand cues on users' reaction to cloud services. Brand authority of the hosting company had a positive effect. More importantly, location of the cloud servers also affected outcomes, in that users tended to prefer some locations (e.g., US, Europe, Oceania, China) over others (e.g., Russia) for storing their cloud data. These findings have theoretical implications as well as design suggestions.

Original languageEnglish (US)
Title of host publicationCHI EA 2019 - Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems
PublisherAssociation for Computing Machinery
ISBN (Electronic)9781450359719
DOIs
StatePublished - May 2 2019
Event2019 CHI Conference on Human Factors in Computing Systems, CHI EA 2019 - Glasgow, United Kingdom
Duration: May 4 2019May 9 2019

Publication series

NameConference on Human Factors in Computing Systems - Proceedings

Conference

Conference2019 CHI Conference on Human Factors in Computing Systems, CHI EA 2019
CountryUnited Kingdom
CityGlasgow
Period5/4/195/9/19

All Science Journal Classification (ASJC) codes

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design

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