Int. J. Computer Applications in Technology, Vol. 56, No.

1, 2017 65

An extended UTAUT model for understanding

of the effect of trust on users’ acceptance of
cloud computing

Saad Alharbi
Computer Science Department
Taibah University
Medina, Saudi Arabia
Email: stharbi@taibahu.edu.sa

Abstract: In this paper, we propose an extended Unified Theory of Acceptance and Use of
Technology (UTAUT) model with trust to investigate the effect of trust on users’ behavioural
intention to use cloud computing. Structural Equation Modelling (SEM) was used to analyse the
collected data and to assess the proposed model. The results indicated that trust, performance
expectancy and facilitating conditions have significant effects on behavioural intention to use
cloud computing. However, we also found that effort expectancy and social influence do not
significantly affect users’ behavioural intention to use cloud computing. In addition, the five
constructs (effort expectancy, performance expectancy, social influence, facilitating conditions
and trust) accounted for 70% of the variance in the attitude toward adopting cloud computing.
The paper concludes with the limitations of the study, implications for academic research and
practical institutions and some directions for future work..

Keywords: behavioural intention; cloud computing; technology acceptance; trust; UTAUT.

Reference to this paper should be made as follows: Alharbi, S. (2017) ‘An extended UTAUT
model for understanding of the effect of trust on users’ acceptance of cloud computing’,
Int. J. Computer Applications in Technology, Vol. 56, No. 1, pp.65–76.

Biographical notes: Saad Alharbi is an Associate Professor at the Department of Computer

Science, Computer Science and Engineering Faculty in Taibah University in the Kingdom of
Saudi Arabia. He earned his PhD in Computer Science, Human Computer Interaction (HCI) from
University of Bradford, UK. His current research interests are in cloud computing and
optimisation especially bio-inspired evolutionary algorithms. He has got several published
articles in journals and conferences. He served as the head of department for three years and
served as the dean of information technology at Taibah University for four years. Currently, he is
serving as consultant for several IT organisations.

1 Introduction
Cloud computing is an innovative paradigm that is shifting
the world of computing and how business is achieved. The
idea behind cloud computing is that enterprises outsource IT
infrastructure and services to a third party, called the cloud
provider, where resources can be shared and accessed by
multiple organisations. According to Sabi et al. (2016),
the National Institute of Standards and Technology (NIST)
defined cloud computing as ‘a model for enabling ubiquitous,
convenient, on-demand network access to a shared pool of
configurable computing resources (e.g. networks, servers,
storage, applications, and services) that can be rapidly
provisioned and released with minimal management
effort or service provider interaction’. Cloud computing is
therefore becoming more popular over the years and is
becoming one of the predominant research trends in the
domain of information technology. Several cloud services
are used almost daily in our life, such as iCloud, Dropbox,
OneDrive and Google Drive. The largest companies in the
market, such as Microsoft, Amazon, Google, Dell and
VMware, have begun to offer cloud solutions. Furthermore,
cloud computing is considered currently to be a utility such
as electricity, gas and water. In fact, the International Data
Corporation (IDC) predicts that by 2020, the term cloud will
no longer be used because cloud will be the new way of
how information technology is supplied.1 The IDC also
predicted that investment would reach $127 billion by
2018.2 The benefits of adopting cloud computing are well
documented and explained in the literature, and the most
important benefits are the reduced cost, scalability (pay as
you use), collaborative support and location independence.
Cloud computing is served to users via three service
delivery models: Infrastructure as a Service (IaaS), Platform
as a Service (PaaS) and Software as a Service (SaaS). In
IaaS, the complete infrastructure for cloud computing is

Copyright © 2017 Inderscience Enterprises Ltd.

66 S. Alharbi
delivered. Amazon S3 and EC2 platforms are actual
examples of IaaS. In PaaS, platforms are provided that can
be managed remotely by cloud users, such as web servers
and databases. Microsoft Azure is one of the well-known
commercial PaaS available today. In SaaS, users are
provided with applications or services that run on the cloud
provider data centre and do not require any technical
involvement of the users. Despite this structure of delivering
services and the anticipated benefits of cloud computing, some
challenges and barriers exist that might result in the reluctance
of enterprises and users to use cloud solutions and services.
According to our literature survey (see Subsection 2.2), trust is
one of the most critical factors preventing users from adopting
cloud computing. Lack of trust can result from concerns with
security, privacy, control, etc. Furthermore, the majority of
such studies tried to examine the effect of trust on cloud
computing adoption but focused only on particular cloud
services (e.g. file storage service) or a specific domain such
as healthcare and education. In this paper, we do not focus
on a particular domain or service; however, we believe that
a model that would be applicable to examine the attitude of
users towards cloud computing solutions and services in
enterprises in different domains is highly demanded.
Numerous validated Technology Acceptance Models
(TAMs) are available in the literature to examine the attitude
of users towards new technologies including cloud
computing. However, the majority of these models do not
consider trust as a main factor in the model. Therefore, this
paper proposes an extended Unified Theory of Acceptance
and Use of Technology (UTAUT) model that adopts trust as
the main construct. UTAUT was employed in this study for
several reasons. First, it has been successfully validated in the
context of cloud computing and other technologies. Second,
UTAUT was also successfully adopted in several regions
including Middle East where the proposed study carried out.
Third, it is one of the most recent and comprehensive
instruments for investigating technology acceptance where it
was developed based on eight acceptance technology models.
The rest of the paper is organised as follows. In Section 2,
we review related work on employing trust within TAMs and
cloud computing trust. Section 3 describes the proposed
research model and hypotheses. Section 4 demonstrates the
methodology implemented in our study and specifically
describes the sample that participated in our survey. Statistical
analysis of the collected data is conducted in Section 5. Finally,
the paper concludes with a discussion of the obtained results,
research implications and limitations of the study.
2 Research background
2.1 Technology acceptance and trust
People usually form attitudes towards using and accepting
new technology (Oye et al., 2012); therefore, from the late
1980s, researchers have begun studying how to develop
TAMs. The main objective of such models is to investigate
the attitude of users towards new technologies. Several
models were developed over the past years, such as Theory
of Reasoned Action (TRA), TAM, Motivational Model
(MM) and UTAUT. UTAUT is one of the most recent and
widely used models and was developed by Venkatesh et al.
(2003). UTAUT has been extensively adopted in the literature
in various domains; for instance, students’ attitudes towards
new technologies such as using LMS and digital libraries
were investigated using UTAUT by numerous researchers
(Alrawashdeh et al., 2012; Attuquayefio and Addo, 2014;
Bellaaj et al., 2015; Orji, 2010; Tan, 2013). Furthermore,
UTAUT has been adopted to investigate the attitude of users
towards internet banking and payment (Al-Ghazali et al., 2015;
Dahlberg et al., 2003; Suh and Han, 2002; Yu, 2012; Zhou
et al., 2010), e-government (AlAwadhi and Morris, 2008;
Alzahrani and Goodwin, 2012) and healthcare (Briz-Ponce
and García-Peñalvo, 2015; Hennington and Janz, 2007;
Kijsanayotin et al., 2009; Moon and Hwang, 2016).
Trust has become a critical factor in the adoption of new
technology, and research on trust of technology is rapidly
growing in the literature. Numerous studies have been carried
out to investigate the effect of trust on the adoption of
technology in different areas, such as government (Emad,
2014; Mohammed et al., 2012; Taiwo et al., 2012) and
internet banking and mobile payment (Min et al., 2008; Slade
et al., 2015; Zhou, 2012; Zhou et al., 2010). Furthermore,
trust has been extensively adopted as the main construct in
several acceptance models such as TAM and UTAUT. In
such models, trust is usually directly linked to the behavioural
intention to use construct (Foon and Fah, 2011) or equivalent
constructs based on the model used. In most of these studies,
trust was found to significantly affect the attitude of users
towards a new technology. However, other researchers
argued that this relationship likely can be moderated by other
factors such as age and gender. However, several studies
adopted this relationship in acceptance models by indirectly
linking it to intention to use. Lee and Song (2013), for
instance, developed a revised UTAUT by incorporating trust
to investigate the acceptance of the Certified e-Document
Authority (CeDA) in Korea. Trust was linked with almost
all of the main constructs in the UTAUT, specifically
performance expectancy, effort expectancy and perceived
risk. The main purpose of this is to assess the impact of trust
on the main constructs of the UTAUT in the proposed
context. Schaupp et al. (2010) also incorporated trust in the
UTAUT in the context of e-government; however, it was not
linked directly with any of the basic UTAUT constructs.
Schaupp et al. adopted a new construct called perceived risk
that is directly linked with Trust and Behavioural intention to
use. Trust can consist of a set of items based on the study
domain. Table 1 shows the items that are most frequently
used to investigate trust in the literature.
 An extended UTAUT model for understanding
Table 1 Most often used trust items
Cody-Allen and
Kishore (2006)
Siau and Shen
Lee and Song
Emad (2014)
Items
(2013)
(2003)
Ability √ √
Integrity √ √ √ √
Benevolence √ √
Privacy √ √
Confidentiality √ √
Authentication √ √
Information quality √ √
Security control
Reliability
Reputation
Consistency
2.2 Cloud computing trust
The benefits of adopting cloud computing in enterprises
have become clear and well-known, for instance, cloud
computing has become a means for enhancing applications
and IT services (Giunta et al., 2015). Furthermore, the
benefits of adopting cloud computing have exceeded
applications and software where it has been recently
adopted for improving telecommunications and satellite
services, e.g. Menaka et al. (2015). However, users are still
reluctant to adopt cloud solutions in their organisations.
Zhang et al. (2010) shed light on some of the challenges that
would affect the attitude of users towards adopting cloud
computing. For example, Zhang et al. claimed that cloud
computing is still not mature in many aspects such as
automatic resources provisioning, power management and
security management. However, based on our literature
survey, it can be noticed that the main reason behind users’
hesitation is lack of trust in cloud providers and security
concerns. Security has become today one of the most critical
concerns that would prevent users using new technology as
systems attacks and intrusions significantly increasing
(Czekster et al., 2016). Kaufman (2009) noted that trust and
security are synonymous, meaning that security issues and
concerns will directly affect users’ trust in adopting cloud
solutions. Takabi et al. (2010) stated that lack of trust in the
cloud comes from the lack of users’ control over their data
and cloud equipment. Furthermore, Takabi et al. noted that
transparency, such as data disclosure risk and store location,
is one of the main factors affecting users’ trust. Khan and
Malluhi (2010) insisted that trusting cloud computing is a
dominant concern of most enterprises. Khan and Malluhi
stated that the problem is not only about mistrusting cloud
providers but also about having doubts about the technical
capabilities of cloud computing. In addition, Khan and
Malluhi noted that lack of trust stems from loss of control
67
Articles
Chen et al. (2015)
Lui and Jamieson
Fink et al. (2015)
Lankton et al.
Isabirye et al.
Ratnasingam
Hannu et al.
Zhou (2012)
(2015)
(2003)
(2013)
(2015)
(2002)
√ √ √ √ √ √
√ √ √ √ √
√ √ √ √
√
√ √ √
√ √ √
√ √ √ √
√ √ √ √
over data and assets, in addition to unclear security
regulations and policy. Khan and Malluhi highlighted some
of the critical factors that directly affect users’ trust in the
cloud, such as control, ownership, prevention and security.
Furthermore, the challenges and obstacles of adopting cloud
computing have been extensively studied in the literature.
The availability of services and data confidentiality were
found to be some of the top obstacles to the growth of cloud
computing because enterprises are still refusing to store
sensitive data in the cloud (Fox et al., 2009). However,
Subashini and Kavitha (2011) claimed that the current
architecture of the cloud is the main reason behind users’
security concerns. Subashini and Kavitha (2011) recommended
a new model that has more advanced security aspects and
highlighted the security issues of the cloud in terms of the
service delivery models (SaaS, PaaS, IaaS).
Thus, researchers have recently started investigating ways
to improve the attitude of users towards cloud computing
because such revolutionary technology could become a huge
failure. Technical and non-technical solutions have been
proposed in the literature. The existence of a Service Level
Agreement (SLA) between the enterprise and the cloud
provider can change the attitude of users towards adopting
cloud solutions (Takabi et al., 2010). Ramgovind et al. (2010)
proposed various features for a good SLA. For instance, a
good SLA should contain the services that will be delivered,
tracking and reporting, legal compliance, dispute resolution,
responsibilities and confidential information termination.
Furthermore, Kaufman (2009) stated that users’ cloud
providers must provide some technical capabilities that would
improve enterprise trust, such as tested encryption schemes and
scheduled data backup. In contrast, Krautheim et al. (2010)
proposed a technical solution to enhance trust in cloud
computing. Krautheim et al. introduced a mechanism called the
Trusted Environment Module (TVEM), which helps to solve
the core security challenge of the cloud by enabling parties to
68 S. Alharbi

establish trust relationships. TVEM is a software application all six theories strongly affected the intention of users to use a
that enables information owners to create and run a virtual cloud classroom. However, such a study again cannot be
environment on a platform owned by a separate service generalised to other cloud services because this study only
provider (Krautheim et al., 2010). However, the study only focuses on a service within the academic system. Furthermore,
presented the design and requirements of the proposed tool and the unified model seems very complex to use and will most
did not provide any experimental results for the performance, likely cause users frustration. With the same approach, Li and
especially in terms of security. Zissis and Lekkas (2012) also Chang (2012) conducted a study to identify how individuals
proposed a model called Trusted Third Party (TTP), which accept cloud computing by integrating the TAM and TPB. Li
employed cryptography to ensure the confidentiality and and Chang stated that the attitude of users towards the cloud
integrity of data communication. It is considered to be a is directly affected by subjective norms and perceived
Trusted Authority responsible for addressing security issues in behaviour. Meanwhile, risk and trust have an indirect effect
a multilevel distributed environment. on the intention to use the cloud. Furthermore, Tashkandi
Other researchers believe that the acceptance of cloud and Al-Jabri (2015) found that technological, organisational
computing is far beyond technology and therefore have and environmental factors influence the adoption of
started to investigate and develop frameworks and models to cloud solutions. Tashkandi and Al-Jabri also found that
assess users’ attitudes towards this revolutionary technology the acceptance rate of cloud computing in large educational
and to understand factors affecting their attitude. Because organisations is higher than in smaller educational
trust is one of the main challenges behind the adoption of organisations. In an effort to build a framework to identify
cloud computing (Stieninger et al., 2014), numerous studies factors affecting students adopting mobile storage services,
have been carried out to investigate the effect of trust on Arpaci (2016) adopted a revised TAM with trust adopted as a
users’ acceptance of cloud solutions and services. For main construct. The results demonstrated that TAM constructs
instance, Lian (2015) proposed an integrated model based and Trust have a significant positive affect on the attitude of
on UTAUT to examine the critical factors in the adoption of students towards the mobile cloud storage service. However,
e-invoice services based on the cloud. The study integrated the study also focuses on a specific service in a specific
three factors into the main factors of UTAUT: security domain, that is, education. In addition, TAM was adopted even
concerns regarding e-government, trust in e-government
though more recent and updated models are available in the
and perceived risk. The results indicated that these three
literature such as UTAUT. Similarly, Yadegaridehkordi
factors along with social influence and effort expectancy
et al. (2015) employed TAM to study users’ acceptance of
significantly affected the intention of users to adopt cloud
cloud computing in an educational environment. Again,
service. Performance expectancy and facilitating conditions,
more updated acceptance models are available in the
on the one hand, were not found to significantly affect
literature, and Yadegaridehkordi et al. also did not provide
intention to adopt cloud service. However, such results
any experimental results.
cannot be generalised to other cloud services and solutions
because the study focused only on a specific service, Figure 1 Proposed research model
whereas the cloud can be presented through various delivery
models and methods. Moryson and Moeser (2016), on the
other hand, found that the relationship between trust and the
intention of users to use cloud services is not significant,
whereas social influence, performance expectancy and
perceived security risk had a significant effect on the
intention to use cloud services.
The acceptance of cloud computing in education has
received considerable attention from researchers. Sabi et al.
(2016) proposed a model that takes into account contextual,
economic and technical influences in the acceptance of
cloud computing at newly established universities. A pilot
study was performed at one of the African universities,
where the initial results demonstrated the reliability and
validity of the model. However, the effects of factors on the
adoption of cloud were not studied, the study is still under
investigation, and the presented results were preliminary.
Shiau and Chau (2016) also performed a study to investigate
students’ behaviour towards cloud classrooms. Shiau
and Chau first compared users’ behaviour towards the cloud 3 Research model and hypotheses
classroom using six theories: service quality (SQ), self-
efficacy (SE), motivational model (MM), TAM, TRA or This study employed the UTAUT as a basis for a research
Theory of Planned Behaviour (TRA/TPB) and Innovation model. The research context of the study is the adoption of
Diffusion Theory (IDT). Second, these theories were integrated cloud computing. Various studies in the literature have
and unified in one acceptance model. The results indicated that explored the adoption of cloud computing; however, the
 An extended UTAUT model for understanding
majority of these studies focused mainly on a specific cloud
service or a specific domain (see Subsection 2.2). Unlike
such studies, our study does not focus on particular services
such as online payment or cloud storage because such
services are well established and widely used. In the
present study, we mainly focus on enterprises’ adoption of
cloud computing solutions to serve their customers. More
specifically, are enterprises willing to transfer their data
centres or part of their services to the cloud? Therefore,
users in this paper are defined as those who have a
relationship, via a direct or indirect effect, with the decision
to adopt cloud solutions and can be decision-makers,
executives, IT technical staff or administrative staff.
Trust has been found to be one of the main factors that
affect the attitude of users towards the adoption of cloud
computing (see Subsection 2.2). Because it did not exist in
the UTAUT, we propose an extended UTAUT model that
adopts trust as the main construct. Figure 1 shows the
proposed new model. Furthermore, the model was also
modified by the removal of the actual use construct and linking
facilitating conditions directly to the behavioural intention to
use construct. The reason behind this modification is that this
study was conducted in a region, Saudi Arabia, where cloud
adoption and usage are still not adequately mature. Therefore,
we believed that facilitating conditions would affect intention
to use the cloud, copying the same effect on actual use that was
proposed in the original model. Similar modifications were
made by other studies in the literature, such as Moryson and
Moeser (2016). Moderating factors such as age and gender
were not considered in the present study because we aimed
first to ensure the validity of the proposed model and to
examine the relationships among constructs, and then
moderating factors such as age and gender can be examined
in further work.
In the present study, trust consists of four aspects:
control, security, service continuity and cloud provider. We
believed that the attitude of users towards cloud computing
and their trust level would be affected by how much control
the users have over the cloud. For instance, users’ trust will
most likely improve if the users have adequate control
over their data on the cloud as well as the physical location
of the datacentre hosting the services, and its profile
would significantly affect users’ trust. Furthermore, security
concerns, as seen in Subsection 2.2, are one of the main
barriers that prevent users from adopting cloud services.
More specifically, the existence of a clear policy and
procedures of privacy and auditability and applying a good
encryption system would improve users’ trust in the cloud.
Users are usually concerned about the continuity of the services
provided in the cloud; therefore, it was recommended that a
well-structured SLA be provided to users before adopting
cloud solutions. A good SLA should clearly mention
backup procedures and compensation in case of any failure.
Therefore, we believed that service continuity would
significantly affect users’ trust in cloud computing. Finally,
we also believed that cloud providers are one of the main
critical factors that would affect users’ trust in cloud
computing. Transparency and the reputation of the cloud
69
provider play an important role in the acceptance of the
cloud (see Subsection 2.2). Additionally, providers who
have accreditation from respected parties and apply policy
compliance will most likely be more accepted than other
providers. Thus, we propose five hypotheses: the first three
hypotheses were inferred from the original UTAUT defined
by Venkadesh, and the other two hypotheses were inferred
from the extension and modification that was carried out.
These hypotheses are as follows:
Hypothesis 1: Performance expectancy will positively affect
the intention of users to use cloud computing.
Hypothesis 2: Effort expectancy will positively affect the
intention of users to use cloud computing.
Hypothesis 3: Social influence will positively affect the
intention of users to use cloud computing.
Hypothesis 4: Facilitating conditions will positively affect
the intention of users to use cloud computing.
Hypothesis 5: Trust in the cloud will positively affect the
intention of users to use cloud computing.
4 Methodology
4.1 Data collection method
A web-based questionnaire was designed to be used as the
data collection instrument of this study and was based
on the six main constructs of the UTAUT defined by
Venkatesh et al. (2003) in addition to the proposed construct
(i.e. trust) in this study. Statements used in previous studies
were reviewed and modified to suit our study framework.
The questionnaire was divided into nine sections. The first
section consisted of five questions asking subjects about
personal information such as age, gender, job domain and
education level. All of the questions in this section were
multi-item questions. Sections 2 to 9 consisted of five-point
Likert scales statements ranging from strongly agree to
strongly disagree; each of these sections represented a main
construct in the proposed model. The last section of the
questionnaire consisted of two multi-item questions
asking subjects about cloud adoption and usage in their
organisations. The questionnaire was distributed by email to
subjects who are employees working in information
technology centres and IT departments in the public and
private sectors in the kingdom of Saudi Arabia. All of the
subjects were kindly asked to forward the survey hyperlink
to their counterparts. It was available online using Google
forms from 1 October 2015 to 1 January 2016.
4.2 Sample
We received a total of 239 responses; however, before
commencing the statistical analysis, a data screening
process was performed to ensure that the data were usable,
reliable and valid. All of the responses with missing data as
well as outliers were deleted; for example, all of the
questions that received responses of 4 or 1 were deleted. 20
70 S. Alharbi

responses were deleted, and therefore, statistical analysis 5.1 Assessment of measures and instruments
was performed on 219 completed responses (86.8% from
Before investigating the relationships in the proposed
males and 13.2% from females). Most of the subjects were
between 25 and 34 years old (36.5%), and none of them model, several steps need to be carried out to ensure the
was over 64 years old. The subjects had backgrounds in validity and reliability of the variables and measures.
various IT domains such as hardware, software and Exploratory Factor Analysis (EFA), using SPSS 20, was
management and worked in different administrational used to investigate the measures’ validity. The first step
levels ranging from technical support to CIO. A detailed performed in EFA is the factors defining process. All of the
descriptive analysis of the subjects’ characteristics is shown construct items were rotated on the six factors (Performance
in Table 2. expectancy, Effort expectancy, Social influence, Facilitating
conditions, Trust, Behavioural intention to use). The maximum
Table 2 Sample profile likelihood (ML) extraction method was used with Promax
rotation. The results at the beginning indicated some factor
Measure Value Frequency Percentage
loading issues. For instance, items T1, T2, T3, T4, T5, T11,
18–24 10 4.6 T12, S1 and S2 did not load successfully with other items in
25–34 80 36.5 their factors, although their loadings exceeded the
Age 35–44 57 26.0 recommended level suggested by Takabi et al. (2010).
45–54 60 27.4 Therefore, these items were removed, and EFA was
55–64 12 5.5 performed for a second time. Factors loadings for all of the
HW 22 10.0 items were generated, and corresponding factor scoring was
SW 81 37.0 computed. Table 3 shows the factor loading for each item,
Job domain where it clearly can be noticed that all of the items have
Management 82 37.4
larger values than the recommended level. In addition,
Other 34 15.5
Table 4 shows the factor loading matrix, where it can be
Male 190 86.8
Gender seen that the items effectively reflected their constructs.
Female 29 13.2 Furthermore, it can be noticed from the factor loading
High School 5 2.3 matrix (Table 4) that variables within a single factor are
Diploma 15 6.8 highly correlated, where all loadings above 0.5 mean that
Education Bachelor’s 62 28.3 the convergent validity of the model is within acceptable
Master’s 39 17.8 level. To test the discriminant validity of the model, a factor
PhD 98 44.7 correlation matrix was produced (see Table 5). The results
Dean/Vice Dean of indicated that the majority of the factors do not highly
25 11.4 correlate; the majority of factor correlations do not exceed
Information Technology
Director/Deputy of IT 6 2.7 the recommended level by Hair et al. (2010), which is 0.7,
Network Consultant 15 6.8 meaning that the discriminant validity of our model is
System Consultant 14 6.4 within an acceptable level. However, the correlation
between effort expectancy and trust is slightly higher than
Director of Department 37 16.9
Job 0.7, although effort expectancy and trust do not correlate
Senior Engineer 12 5.5
with other factors. Therefore, these two factors will be
Junior Engineer 16 7.3
observed during the statistical analysis.
Senior Technician 17 7.8 The reliability of the instrument measures was tested using
Junior Technician 4 1.8 Cronbach’s alpha, which was applied on 22 items grouped into
Technical Support 11 5.0 six constructs. The results are shown in Table 3, where it can
Other 62 28.3 clearly be noted that the values ranged from 0.81 (Facilitating
Condition) to 0.93 (Trust). All of the constructs exceeded the
limit suggested by Nunnally and Bernstein (1994). Therefore,
5 Results the reliability of the instrument used is within a good range. In
addition, the Kaiser–Meyer–Olkin (KMO) and Bartlett
Structural Equation Modelling (SEM) was adopted in this sphericity test were carried out on the collected data to measure
study to validate the proposed model and to investigate the the sample adequacy. The results indicated that the KMO value
relationships among constructs in the model. This statistical was 0.88, and the result of Bartlett sphericity was statistically
approach was used because of its capability to test mediation significant (chi = 4140.06, df = 231, p < 0.01). Therefore,
and interaction between constructs (Diamantopoulos and the sample responses to the instrument were adequate, and
Siguaw, 2000). LISREL 9 was used in the present study to the collected data are appropriate for performing factor
perform SEM. analysis.
 An extended UTAUT model for understanding 71

Table 3 Validity and reliability: factor loadings, alpha values, Table 5 Factor correlation matrix
CR and AVE
Factor Trust Effort EXP FC BI Social
Factor Cronbach’s CR AVE
Constructs Items Trust 1.0 0.60 0.71 0.43 0.64 0.43
loading alpha > 0.7 >0.5
EXP1 0.80 Effort 0.61 1.0 0.69 0.52 0.61 0.59
Performance EXP2 0.87 EXP 0.71 0.69 1.0 0.42 0.65 0.39
0.91 0.94 0.86
expectancy EXP3 0.72 FC 0.43 0.52 0.42 1.0 0.65 0.51
EXP4 0.61 BI 0.64 0.62 0.65 0.65 1.0 0.54
EFFORT 1 0.60
Social 0.43 0.59 0.39 0.51 0.54 1.0
Effort EFFORT 2 0.65
0.88 0.87 0.72
expectancy EFFORT 3 0.70 After completing EFA, Confirmatory Factor Analysis (CFA)
EFFORT 4 0.74 was performed to investigate and examine the factor structure
FC1 0.62 extracted using EFA, test the model fitness and ensure
Facilitating
FC2 0.60 0.81 0.84 0.66 convergent validity. CFA was performed by specifying one
condition
FC3 0.60 factor model for each construct using LISREL 9. The chi-
Social SOCIAL 3 0.74 square value was large enough to indicate that the proposed
0.82 0.83 0.71
influence SOCIAL 4 0.67 model was a good fit (chi = 237.8, df = 194, p = 0.02).
Behavioural BI1 0.82 However, the chi-square test is not sufficient on its own to
intention to BI2 0.83 0.93 0.97 0.97 indicate goodness of the model. Several measures were
use BI3 0.81 computed besides the chi-square. Table 6 shows the value
T6 0.64 of these measures with their acceptable thresholds as
T7 0.70 recommended by Jöreskog and Sörbom (1993) and Hair et al.
T8 0.83 (2010). All of the measures exceeded the recommended level,
Trust 0.93 0.92 0.62
T9 0.80 indicating that our proposed model is a good fit with the data.
T10 0.66 Furthermore, the reliability and validity were also measured
T13 0.60 using the CFA. Composite Reliability (CR) was measured
to test the reliability of the model, that is, the amount of
Table 4 Rotated item loadings variance in an item due to the construct rather than to error.
Average Variance Extracted (AVE) was computed to test the
Factors
Items convergent validity of the model. The purpose of assessing
Trust Effort EXP FC BI Social such measures is to make sure that all of the variables within
Trust8 1.020 a single factor correlate well together. Table 6 shows the
Trust9 0.899 recommended and actual values of these measures for all of
Trust7 0.822 the constructs. The results indicated that the reliability and
Trust10 0.749 convergent validity of the proposed model are within a good
Trust13 0.598 level. Discriminant validity was computed to ensure that the
Trust6 0.567 variables do not correlate highly with the variables in the
Effort4 0.935 constructs that they do not belong to. To accept the
Effort3 0.741 discriminant validity level of the model, the square root of the
Effort2 0.717 AVE should be greater than the inter-construct correlation
Effort1 0.677 (Hair et al., 2010; Nunnally and Bernstein, 1994). Table 7
ExP2 0.891 shows the correlation and square root of AVE. The diagonal
ExP1 0.857 elements represent the square root of AVE, whereas the
ExP3 0.761 values below the diagonal are the inter-correlation. It can
ExP4 0.677 clearly be noted that all of the inter-correlations are lower
FC1 0.779 than the square root of AVE, which indicates discriminant
FC3 0.717 validity.
FC2 0.713
BI2 0.860 Table 6 Model fit indices
BI3 0.835
Value Chi/df GFI AGFI NFI RMSEA CFI
BI1 0.835
Social3 0.829 Recommended <3 >0.80 >0.80 >0.90 <0.05 >0.90
Social4 0.682 Actual 1.23 0.92 0.89 0.94 0.032 0.98
72 S. Alharbi

Table 7 Square root of AVE behavioural intention to use (β = 0.23, t = 2.44, p < 0.05). This
result confirmed the relationship between performance
Factor Trust Effort EXP FC BI Social
expectancy and the behavioural intention to use in the original
Trust 0.96 UTAUT model. Facilitating conditions were also found to
Effort 0.61 0.93 strongly affect the attitude of users towards the use of cloud
EXP 0.71 0.69 0.97 computing (β = 0.41, t = 5.80, p < 0.001). This result also
validates the original UTAUT model. On the other hand, it
FC 0.43 0.52 0.42 0.92
was observed that neither effort expectancy nor social
BI 0.64 0.62 0.65 0.65 0.98 influence had a significant effect on behavioural intention to
Social 0.43 0.59 0.39 0.51 0.54 0.91 use. The obtained statistical values for the effect of effort
expectancy and social influence on behavioural intention
to use were (β = –0.02, t = –0.20, p = 0.30) and (β = 0.16,
5.2 Assessment of structural model
t = 1.90, p = 0.061). These results contradict the relationships
After ensuring the model goodness of fit and the validity and suggested in the original UTAUT model. Furthermore, the
reliability of the instruments, path analysis for the proposed proposed new construct in the UTAUT was found to
structural model was carried out to investigate the relationships significantly affect user behavioural intention to use cloud
between constructs. The path coefficients of the relationships computing (β = 0.23, t = 2.90, p < 0.001). In addition, the five
were calculated, which were used to validate the hypotheses constructs (effort expectancy, performance expectancy, social
under investigation. Figure 2 shows the structural model influence, facilitating conditions and trust) accounted for 70%
generated by LISREL and the estimated coefficients between of the variance in the attitude towards adopting cloud
constructs. The results indicated that the performance computing (R2 = 0.705). Hence, Hypotheses 1, 4 and 5 were
expectancy of cloud computing had a significant effect on user accepted, whereas Hypotheses 2 and 3 were rejected.

Figure 2 Structural results (see online version for colours)

 An extended UTAUT model for understanding
6 Discussion and research implications
This study aimed to investigate the effect of trust on
enterprises’ attitude towards the adoption of cloud computing
by extending the UTAUT with the addition of trust as a main
construct. The results at the beginning showed some construct
validity issues in the proposed model, and consequently,
the proposed model was revised and amended accordingly.
Specifically, amendments were performed on trust and social
influence constructs, and all of the items with loading issues
were removed. The proposed model was then tested in terms
of validity and reliability, and the results showed a validated
model. A high reliability of all of the constructs in the
model was presented (see Section 5). Furthermore, all of the
constructs demonstrated a good level for convergent and
discriminant validity; the AVE and CR values exceeded the
recommended values for all of the constructs.
In line with the results found in the literature, the obtained
results from this study indicated that performance expectancy
and facilitating conditions are vital factors for the adoption of
cloud computing. This finding also complies with the original
UTAUT model defined by Venkatesh. This means that users
will most likely adopt cloud computing if the users are
reassured that the features offered by cloud computing will
improve the quality and effectiveness of their work. Therefore,
it is highly recommended that users should be aware of cloud
technical capabilities because this will positively affect the
attitude of users towards using cloud computing. Furthermore,
having the appropriate infrastructure, knowledge and support
(Facilitating Conditions) to use the cloud would strongly affect
the attitude of users towards the use of the cloud. Opposite to
our expectation and contrary to the original UTAUT, our
results indicated that social influence and effort expectancy
are not critical factors to the adoption of cloud computing,
which means that organisations would not change their
attitude towards the use of cloud computing because other
organisations think the use of cloud computing is important.
In addition, users will not adopt cloud computing because
cloud computing is recommended to them by friends or other
important people. Ease of use and effort expectancy seem to
be surprisingly unimportant factors in the decision of users to
use cloud services. Similar results were also obtained by other
studies in the literature such as Nyembezi and Bayaga (2015)
and Bellaaj et al. (2015). However, such a result does not
mean that the relationship between these constructs and
intention to use the cloud does not exist at all. The effect is
likely indirect and could be moderated by other factors such
as age and gender and will be investigated in future work.
However, the obtained results indicated that trust has a
significant effect on the intention to use cloud computing,
meaning that it is a crucial factor to the adoption of cloud
computing. In fact, trust in this study consisted of various
aspects: security, service continuity and cloud provider. It
was found that enterprises would not adopt cloud computing
services and solutions until they were assured about the
73
continuity of the service, for example, through the existence
of a clear SLA wherein clear compensation for failure and
downtime is stated. A clear backup policy was also found to
be one of the important items that is required by users before
adoption of the cloud. Furthermore, security procedures and
policy are essential items in cloud trust; users need to be
assured about various security aspects such as encryption,
authentication and the existence of audit systems before
adopting the cloud in their organisations. The reputation of
cloud providers plays a crucial role in the adoption of cloud
solutions. For instance, users would not trust a cloud provider
if the cloud provider had previous security or service
continuity incidents. On the contrary, users will most likely
be happy to adopt a cloud provider’s services if recognised
accreditation or certificates were presented.
This study has some limitations. First, besides trust,
only the main constructs of the UTAUT were examined.
Moderating factors such as gender, age, experience and
administration level may have some effects on these constructs.
Second, direct effects among constructs in the proposed model
were investigated only where indirect effects were not
examined, which may lead to new findings. Third, the study
was conducted in Saudi Arabia, where cloud computing is still
in its infancy, and restrictions are employed by the government
on the adoption of cloud computing, especially in terms of
hosting government data outside the country. This means that
some users may not have experienced cloud computing
services in their organisations. Additionally, many responses
were deleted before starting the statistical analysis, which is
most likely because some respondents faced difficulties in
filling out the survey owing to unfamiliarity with English.
An Arabic/English survey would improve users’ responses.
Owing to these limitations, we are currently working on a
further study that takes into consideration these limitations.
This work will mainly focus on moderating factors and how
these moderating factors affect the relationships between
constructs; indirect relationships will also be investigated.
7 Conclusion
It is predicted that cloud computing will shift the concept of
current information technology. Adopting such technology
would improve business in various aspects such as cost
reduction, disaster recovery, resource scalability and
collaboration. However, prior studies have highlighted several
obstacles and challenges, particularly trust, that might prevent
the adoption of such technology. Based on UTAUT, this paper
aimed to investigate the effect of trust on users’ behavioural
intention to use cloud computing. An extended model was
proposed. Data were collected using a web survey targeting
users in private and government organisations. SEM was
applied to analyse the collected data using LISREL 9. The
results confirmed the validity and goodness of fit of the
proposed model. Moreover, all of the constructs together
74 S. Alharbi
accounted for 70% of the variance in the attitude towards
adopting cloud computing (R2 = 0.705). Trust was found to
significantly affect users’ behavioural intention to use cloud
computing. Performance expectancy and facilitating conditions
were also found to significantly affect users’ behavioural
intention to use cloud computing. Social influence and effort
expectancy, conversely, were not found to significantly
affect the attitude of users towards the adoption of cloud
computing. Generally, the present study contributes to the
literature by extending the UTAUT to understand the effect
of trust on the adoption of cloud computing solutions
regardless of the domain in which the UTAUT is adopted;
the present study also has implications for existing academic
research and technical practices. Based on these findings,
further research will be carried out to overcome the
limitations of this study as well as investigating mediations
and indirect effects.
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Notes
1 IDC Cloud Research four pillars research area, http://www.
idc.com/prodserv/4Pillars/cloud
2 IDC 2014 forecast, http://www.idc.com/getdoc.jsp?containerId
=prUS25219014