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Where in the Cloud is my Data?: Location and Brand Effects on Trust in Cloud Services

Authors:

S. Shyam Sundar,

Eugene ChoAuthors Info & Claims

CHI EA '19: Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems

Paper No.: LBW2512, Pages 1 - 6

https://doi.org/10.1145/3290607.3313021

Published: 02 May 2019 Publication History

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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.

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Cited By

Pins DJakobi TBoden AAlizadeh FWulf V(2021)Alexa, We Need to Talk: A Data Literacy Approach on Voice AssistantsProceedings of the 2021 ACM Designing Interactive Systems Conference10.1145/3461778.3462001(495-507)Online publication date: 28-Jun-2021
https://dl.acm.org/doi/10.1145/3461778.3462001

Index Terms

Where in the Cloud is my Data?: Location and Brand Effects on Trust in Cloud Services
1. Human-centered computing
  1. Human computer interaction (HCI)
    1. Empirical studies in HCI

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Information & Contributors

Information

Published In

cover image ACM Conferences

CHI EA '19: Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems

May 2019

3673 pages

ISBN:9781450359719

DOI:10.1145/3290607

General Chairs:
Stephen Brewster
University of Glasgow, Scotland, UK
,
Geraldine Fitzpatrick
TU Wien, Austria
,
Program Chairs:
Anna Cox
University College London, UK
,
Vassilis Kostakos
University of Melbourne, Australia

Copyright © 2019 Owner/Author.

Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the Owner/Author.

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SIGCHI: ACM Special Interest Group on Computer-Human Interaction

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 02 May 2019

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National Science Foundation

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CHI '19

Sponsor:

SIGCHI

CHI '19: CHI Conference on Human Factors in Computing Systems

May 4 - 9, 2019

Glasgow, Scotland Uk

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Overall Acceptance Rate 6,164 of 23,696 submissions, 26%

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CHI 2025

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sigchi

ACM CHI Conference on Human Factors in Computing Systems

April 26 - May 1, 2025

Yokohama , Japan

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Cited By

Pins DJakobi TBoden AAlizadeh FWulf V(2021)Alexa, We Need to Talk: A Data Literacy Approach on Voice AssistantsProceedings of the 2021 ACM Designing Interactive Systems Conference10.1145/3461778.3462001(495-507)Online publication date: 28-Jun-2021
https://dl.acm.org/doi/10.1145/3461778.3462001

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