Cloud storage and sharing services enable users to synchronize, store and share files with friends, associates, and colleagues across different devices, without the need for additional hardware. Despite the many benefits cloud storage and sharing services provide, such as availability anytime, anywhere, they rise questions and concerns among their users related to information privacy. The information privacy concerns stem from the fact that users share their (personal) data with providers, which can lead to a loss of control over their data. The purpose of the thesis was to examine the extent to which perceived relative advantage and information privacy concerns influence users’ trust in providers of cloud storage and sharing services. Based on the web survey data a linear regression analysis was conducted to validate the theoretical model with two hypotheses proposing that perceived relative advantage has a positive effect while information privacy concerns have a negative effect on user trust in providers of cloud storage and sharing services. The results of the empirical analysis supported both hypotheses. Relative advantage showed a positive effect, while information privacy concerns in terms of control over data collection and the use of the data provided had a negative effect on users' trust in cloud storage and sharing services.
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