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Akzeptanz und organisationale Adoption von Cloud Computing in unterschiedlichen Branchen

Akzeptanz und organisationale Adoption von Cloud Computing in unterschiedlichen Branchen. Im Rahmen des Seminars Cloud Computing - Hype oder Wirklichkeit?. Alina Keller 24.01.2012. 1. Motivation und Ziel. Technologie Adoption. Agenda. Cloud Computing. 1.

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Akzeptanz und organisationale Adoption von Cloud Computing in unterschiedlichen Branchen

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  1. Akzeptanz und organisationale Adoption von Cloud Computing in unterschiedlichen Branchen Im Rahmen des Seminars Cloud Computing - Hype oder Wirklichkeit? Alina Keller 24.01.2012 1

  2. Motivation und Ziel Technologie Adoption Agenda Cloud Computing 1 Ein Adoptionsmodell für Cloud Computing 2 Zusammenfassung 3 4 5

  3. Motivation und Ziel Technologie Adoption Agenda Cloud Computing 1 Definition, Merkmale und Abgrenzung Ein Adoptionsmodell für Cloud Computing Wichtige Cloud Eigenschaften aus Nutzersicht in verschiedenen Branchen 2 Zusammenfassung 3 3.1 3.2 4 5

  4. 1. Motivation und Ziel

  5. 1. Motivation und Ziel (1/2) • Starker Wettbewerb am Markt • Nachfrageveränderung • Schnellere Rechenleistung(Foster et al. 2008) • Zunehmende Speicherplatzprobleme (Foster et al. 2008)  Kontinuierlicher Entwicklungsprozess der Information Technology (IT)  Neues IT Konzept„Cloud Computing (CC)“ (Nuseibeh 2011, Kim et al. 2009) • Fokus der Information System (IS) Forschung  Wie und warum Endnutzer IT nutzen oder ablehnen  Hilfsmittel: Versch. Technologie Akzeptanz Modelle (z.B. TAM von Davis et al. 1989)

  6. 1. Motivation und Ziel (2/2) Forschungslücke:  kein speziell an CC angewendetes TAM vorhanden • Ziel: • Entwicklung eines CC Technologie Akzeptanz Modells •  Betrachtung verschiedener Branchen: • Privater Sektor – Finanzdienstleister • Öffentlicher Sektor –Universitäten, Regierungsinstitutionen

  7. 2. Technologie Adoption

  8. Wichtige Akzeptanzmodelle in der Literatur 2. Technologie Adoption – Modellübersicht Theory of Reasoned Action (TRA) (Fishbein & Ajzen 1975) Expectancy Value Theorey (Fishbein & Ajzen 1975) The Integrated Research Model (Wixom/Todd 2005) Technology Acceptance Model (TAM) (Davis et al. 1989)

  9. 2. Technologie Adoption – Das TAM von Davis et al. 1989 Quelle: Davis et al. 1989, S. 985

  10. 2. Technologie Adoption – Das integrierte Model von Wixom/Todd 2005 Forschungsstrang: Technologie Akzeptanz Forschungsstrang: User Zufriedenheit Quelle: Wixom/Todd 2005, S. 90

  11. 3. Cloud Computing

  12. 3.1 Cloud Computing – Definition und Merkmale Eine Definition des National Institute of Standards and Technology: “[…] a model for enabling ubiquitous, convenient, on-demand network access […] shared pool of configurable computing resources […] provisioned and released with minimal management effort […]” (Mell/Grance 2009, p. 2) Merkmale: • Virtualisierung  Hohe Flexibilität/Elastizität(Foster et al. 2008) • Datenzugriff von überall und jederzeit(Buyya et al. 2008, Iyer/Henderson 2010) • Bedarfsgerechte Ressourcenbereitstellung (On demand) (Buyya et al. 2008, Iyer/Henderson 2010)

  13.  3.1 Cloud Computing – Abgrenzung zu Grid Computing Grid Computing Cloud Computing Utility Computing Quelle: Abbildung in Anlehnung an Marinos/Briscoe2009 kommerzielle Grid dritter Partei • Aggregierte Rechner- Netzwerk-, Speicherplatzressourcen multipler Organisationen • Geografische Ressourcendistribution • Ressourcen Nutzung innerhalb der Entität • „Queuing/schedulingsystem“ • Quelle: Foster et al. 2008 • Zentralisierte Ressourcenbereitstellung • Ressourcenkonsum mehrerer Nutzer gleichzeitig • Quelle: Mell/Grance 2009, Foster et al. 2008 KOSTENREDUKTION, MEHR FLEXIBILITÄT UND VERLÄSSLICHKEIT(Foster et al.2008)

  14. 3.2 Wichtige Cloud Eigenschaften aus Nutzersicht in verschiedenen Branchen Independency Armbrust et al. 2010, Leavitt 2009 Training Koehler et al. 2010, Kim 2009 System /Data Security Vouk 2004, Armbrust et al. 2010, Baun 2010 Nutzer- anforderungen System Performance Hosting 2009 Customer Support Kim 2009, Koehler et al. 2010 Pricing Model 2010, Leavitt 2009

  15. 3.2 Wichtige Cloud Eigenschaften aus Nutzersicht in verschiedenen Branchen Independency Training System /Data Security IBM 2010 Benton/Negm 2010 Nutzer- anforderungen System Performance IBM 2010 Customer Support PricingModel Finanzdienstleister Regierungsinstitutionen/Universitäten

  16. 3.2 Wichtige Cloud Eigenschaften aus Nutzersicht in verschiedenen Branchen Independency Armbrust et al. 2010, Leavitt 2009 System /Data Security Vouk 2004, Armbrust et al. 2010, Baun 2010 Nutzer- anforderungen System Performance Hosting 2009 Customer Support Kim 2009, Koehler et al. 2010 Pricing Model 2010, Leavitt 2009 Training Koehler et al. 2009, Kim 2009 Service Qualität System Qualität

  17. 4. Ein Adoptionsmodell für Cloud Computing

  18.  4. Ein Adoptionsmodell für Cloud Computing Customer Support Object-basedBeliefs BehavioralBeliefs Behavioral Attitude Object-basedAttitudes Pricing Model Service Quality Training Usefulness Service Satisfaction Independency System Security Intention System Performance System Reliability Attitude Flexibility System Quality Accessibility System Satisfaction Easeofuse Timeliness System Simplicity Interoperability Quelle: Eigene Darstellung in Anlehnung an Wixom/Todd 2005

  19.  4. Ein Adoptionsmodell für Cloud Computing Hypothese 1 : Positive Korrelation zwischen „Service Satisfaction“ und „PerceivedUsefulness“ Hypothese 2 : Positive Korrelation zwischen „System Satisfaction“ und „EaseofUse“

  20. 5. Zusammenfassung

  21.  5 Zusammenfassung • Erwartung einer zunehmenden Verbreitung von CC steigt (Armbrust 2009) • Manager und Provider sollten Fokus auf User Anforderungen legen (Koehler et al. 2010, Davis et al. 1989)  Praxisbeitrag • Einflussnahme auf Adoption von CC • Bewältigung des allgegenwärtigen Problems der IT und Systemablehnung im Unternehmen • Adoptionsmodell für CC  Forschungsbeitrag • Beeinflussen Service und System Zufriedenheit die CC Nutzung tatsächlich? • Weiter empirische Forschung notwendig • Organisationale und Umwelt Faktoren nicht zu vernachlässigen (Christopher 1996)

  22. Literaturverzeichnis

  23. Literaturverzeichnis 1/4 Adams, D. A./Nelson, R. R./Todd, P. A.(1992): Perceived usefulness, ease of use, and usage of information technology: A replication, in: MIS Quarterly 16, pp. 227–247. Alavi, M. (1984): An assessment of the prototyping approach to information systems development, in: Communications of the ACM. Vol. 27, No. 6, pp. 556–563. Armbrust, M./Fox, A./Griffith, R. Joseph, A. D. (2010): A view of cloud computing, in: Communications of the ACM. Vol. 53, No. 4, pp. 50–58. Armbrust, M. et Al.(2009): Above the Clouds: A Berkeley View of Cloud Computting, Technical report EECS-2009-28, UC Berkeley, http://www.eecs.berkeley.edu/Pubs/TechRpts/2009/EECS-2009-28.html, 02.11.2011. Bagozzi, R.P./Fornell, C. (1982): Theoretical Concepts, Measure-ments, and Meaning. In: Fornell, Claes (Editor.): A Second Generation of Multivariate Analysis, New York 1982, pp. 24-38. Baun, C./Kunze, M./ Nimis, J./Tai, S.(2010):Cloud Computing – Web-basierte dynamische IT-Services, 2. Auflage, Heidelberg. Bégin , M. (2008): An EGEE Comparative Study: Grids and Clouds - Evolution or Revolution, Information Society and Media, https://edms.cern.ch/document/925013/, 22.11.2011. Benton/Negm(2010): Banking on the Cloud, Accenture (Editor) http://www.slideshare.net/kimrenejensen/accenture-banking-cloudcomputing, 13.12.2011. Buyya, R./Yeo, C. S./Venugopal, S. ( 2008): Market-oriented cloud computing: Vision, hype, and reality for delivering it services as computing utilities. Proc. of the 10th IEEE Intl. Conference on HPCC, September 2008, pp.5-13, doi:10.1109/HPCC.2008.172. Christopher, M.(1996): From brand values to customer value, in: Journal of Marketing Practice: Applied Marketing Science, Vol. 2, No. 1, pp. 55–66. Davis, F.D.(1989): Perceived usefulness, perceived ease of use, and user acceptance of information technology ,in: MIS quarterly, Vol. 13, No. 3, pp. 319–340. Davis, F. D./Bagozzi, R. P./Warshaw, P. R. (1989): User acceptance of computer technology: A comparison of two theoretical models, in: Management Science, Vol. 35, No. 8, pp. 982–1003. Delone, W. H./McLean, E. R. (2003): The DeLone and McLean model of information systems success: A ten-year update, in: Journal of management information systems, Vol. 19, No. 4, pp. 9–30.

  24. Literaturverzeichnis 2/4 Fishbein, M./Ajzen, I. (1975): Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research, London. Foster , I.(2008): Cloud Computing and Grid Computing 360-Degree Compared, in: Grid Computing Environments Workshop, 2008, pp. 1–10. Hosting(2009): 2009 Cloud Computing Trends Report, Irvine. IBM(2010): Dispelling the vapor around cloud computing in the financial services, http://www.05.ibm.com/cz/businesstalks/pdf/WP_Dispelling_the_vapor_around_cloud_computing_in_the_financial_services.pdf, 13.12.2011. Iyer, B./Henderson, J.C.( 2010): Preparing for the future: Understanding the seven capabilities of cloud computing, in: MIS Quarterly Executive, Vol. 9, No. 2, pp. 117–131. Karahanna, E./ Straub, D.W./ Chervany, N.L (1999): Information technology adoption across time: A cross-sectional comparison of pre-adoption and post-adoption beliefs, in: MIS Quarterly, Vol. 23, No. 2, pp. 183–213. Karimi, J./ Somers, T. M./ Gupta, Y. P. (2004): Impact of environmental uncertainty and task characteristics on user satisfaction with data, in: Information systems research. Vol. 15, No. 2, pp. 175–193. Kim , W.(2009): Cloud Computing: Today and Tomorrow, in: Journal of object technology. Vol. 8, No. 1, pp. 65–72. Kim W./Kim, S.D./lee, E./Lee, S.(2009): Adoption issues for cloud computing, Proceedings of the 7th International Conference on Advances in Mobile Computing and Multimedia. Koehler, P./Anandasivam, A./Dan, M. A.(2010): Cloud Services from a Consumer Perspective, in: AMCIS 2010 Proceedings, pp. 329. Leavitt , N. ( 2009): Is cloud computing really ready for prime time?, in: Computer. Vol. 42, No. 1, pp. 15–20. Lee, Y.; Kozar, K. A.; Larsen, K. R. T.(2003): The technology acceptance model: Past, present, and future, in: Communications of the Association for Information Systems, Vol. 12, No. 50, pp. 752–780. Mell, P./Grance, T.(2009): The NIST definition of cloud computing, in: National Institute of Standards and Technology, Vol. 53, No. 6.

  25. Literaturverzeichnis 3/4 Lenk, A/ Klems, M./Nimis, J./Tai, S./Sandholm, T.(2009): What's inside the Cloud? An architectural map of the Cloud landscape. Proceedings of the 2009 ICSE Workshop on Software Engineering Challenges of Cloud Computing. Marinos, A./Briscoe, G.( 2009): Community cloud computing, in: Computer Science Cloud Computing, Vol. 5931/2009, pp. 472-484. Nickerson, R.S. (1999): Why interactive computer systems are sometimes not used by people who might benefit from them, in: International journal of human-computer studies, Vo. 51, No. 2, pp. 307–321. Nuseibeh, H.(2011): Adoption of Cloud Computing in Organizations, in: AMCIS 2011 Proceedings. Rings, T./Caryer, G./Gallop, J./Grabowski, J./Kovacikova, T./Schulz, S./Stokes-Rees, I. (2009): Grid and cloud computing: Opportunities for integration with the next generation network, in: Journal of Grid Computing. Vol. 7, No. 3, pp. 375–393. Stanoevska- Slabeva, K./ Wozniak, T. (2010):Grid Basics, in: Stanoevska- Slabeva, Katarina/ Wozniak, Thomas/ Ristol, Santi (Hrsg): Grid and Cloud Computing: A Business Perspective on Technology and Applications. Berlin, Heidelberg: Springer, S. 23-45 Sultan, N.(2010): Cloud computing for education: A new dawn?, in: International Journal of Information Management. Vol. 30, No. 2, pp. 109–116. Venkatesh, V./Davis , D.(2000): A theoretical extension of the technology acceptance model: Four longitudinal field studies, in: Management Science, pp. 186–204. Venkatesh, V./Morris, M. G./Davis, G. B./Davis, F. D. (2003): User acceptance of information technology: Toward a unified view, in: MIS Quarterly, pp. 425–478. Vouk, M.A.(2004): Cloud Computing - Issues, research and implementations, in: Journal of Computing and Information Technology, Vol. 16, No. 4, pp. 235–246. Wang, L./Tao, J./Kunze, M./Castellanos, A. C./Kramer (2008): Scientific cloud computing: Early definition and experience. High Performance Computing and Communications, 2008. HPCC'08. 10th IEEE International Conference on, pp. 825-830.

  26. Literaturverzeichnis 4/4 Wixom, B.H./Todd, P.A.(2005): A theoretical integration of user satisfaction and technology acceptance, in: Information systems research, Vol. 16, No. 1, pp. 85–102. Wu, J./Lederer, A, (2009): A meta-analysis of the role of environment-based voluntariness in information technology acceptance, in: MIS Quarterly, Vol. 33, No. 2, pp. 419–432. Zeithaml, V. A./Berry, L. L./Parasuraman, A. (1996): The behavioral consequences of service quality, in: The Journal of Marketing, Vol. 60, pp. 31–46. ^Weinhardt, C. (2009): Cloud Computing - A Classification, Business Models and Research Directions, in: Wirtschaftsinformatik. Vol. 2009, No. 5, pp. 453–462. Wixom, B.H./Todd, P.A.(2005): A theoretical integration of user satisfaction and technology acceptance, in: Information systems research, Vol. 16, No. 1, pp. 85–102. Wu, J./Lederer, A, (2009): A meta-analysis of the role of environment-based voluntariness in information technology acceptance, in: MIS Quarterly, Vol. 33, No. 2, pp. 419–432. Zeithaml, V. A./Berry, L. L./Parasuraman, A. (1996): The behavioral consequences of service quality, in: The Journal of Marketing, Vol. 60, pp. 31–46.

  27. Fragen und Diskussion Konstrukte Integriertes Modell Wixom/Todd 2005 Cloud TAM Nutzer- anforderungen ??? Grid Praxisrelevanz

  28. Back-up

  29. Backup: Private, Öffentliche und Hybride Cloud (NIST Definition) • Private Cloud: • Betrieb für eine Organisation • Management durch Organisation oder Drittanbieter • Öffentliche Cloud: • Verfügbarkeit für Öffentlichkeit oder große Industriegruppen • Betrieb durch kommerzielle Gesellschaft • Hybride Cloud: • Kombination von mehreren Clouds (private, öffentliche) • Kombination des traditionellen Rechenzentrums (Private Cloud) mit den skalierbaren Cloud Diensten einer öffentlichen Cloud.

  30. Back-up: CloudStruktur, Funktion und Services Software End-User Cloud Infrastructure Cloud Services User EinteilungnachMarinos/Briscoe 2005 Vendor Developer Application Software-as-a-Service (SaaS) User Platform Platform-as-a-Service (PaaS) Unified Resource Infrastructure-as-a-Service (IaaS) Fabric Infrastructure Quelle: Stanoevska-Slabeva , 2010

  31. Back up: Vorgehensweise

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