A "Cloud Lifestyle": The Diffusion of Cloud Computing Applications and the Effect of Demographic and Lifestyle Clusters

Does a cloud lifestyle exist? If so, are people with a cloud lifestyle more likely to adopt and use cloud technologies? Whereas adoption studies have repeatedly analyzed dimensions of the technology, including usefulness and ease of use, for understanding peopleâs behavioral intention to adopt and use a novel technology, we currently have limited understanding of the effect of user characteristics, in particular various user lifestyles. Based on a U.S. national random sample of 402 non-cloud service users, we propose, analyze, and validate a multi-faceted model of adoption that integrates technological, demographic, lifestyle, and contextual variables for providing a holistic theoretical understanding of the adoption processes as well as practical insights regarding the target populationâ"i.e., vis-a-vis a proposed Cloud Lifestyleâ"that is most likely to adopt cloud technologies.