Understanding Determinants of Cloud Computing Adoption Using an Integrated Diffusion of Innovation (Doi)-Technological, Organizational and Environmental (Toe) Model

Purpose of the study: This study aims to investigate the internal and external factors for CC adoption decisions of companies in Izmir, Turkey using a combination of DOI and TOE models. Methodology: This is a confirmatory survey of businesses, forming a questionnaire for 176 IT decision-makers of non-cloud or cloud user businesses in the city of Izmir in Turkey. SmartPLS 3.0 software is used to assess the determinants affecting cloud computing adoption. Main Findings: The study identified relative advantage, compatibility, complexity, and top management support, using security and privacy concerns and cost savings as mediating variables of relative advantage for CC adoption. The survey results indicated that complexity and top management supports are significantly important for efficient CC adoption. The model explained 41.2 percent of CC adoption. Applications of this study: The study is believed to be useful in fields including business development for most sectors, computing, cloud providers as well as researchers on business administration, sales, marketing, and IT infrastructure. Particularly this study and the suggested framework will help companies and businesses adopt CC appropriately. Moreover, as suggested in the study, governments can use such frameworks when encouraging cloud providers to support companies in their decision making and transition periods for CC adoption. Novelty/Originality of this study: This study will undoubtedly contribute to the decision making processes of the companies for CC adoption. Through the integrated in-depth analysis of the factors that affect the adoption decisions in an industrial region of Turkey, the study will also provide valuable data for the researchers and businesses within similar company personas.