Cloud services have become a particular concern for modern industries and enterprises as they have been shown to change human behavior, and thereby necessitate the renewal of business models. This study proposes a conceptual model, and creates an integrated vision from the perspective of Taiwanese firms, investigating their intentions when adopting cloud services. Structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) are both adopted in this study in order to analyze response data (n=214). The SEM analysis results present the service characteristics: the foundation and management characteristics offered by cloud services have significant positive effects on firm trust. Perceived innovation characteristics regarding cloud services have proven to have different effects on firms’ perceived usefulness. The study connects these research findings and contributes to the theoretical development and empirical application of trust theory and cloud service marketing strategies in both academia and practice.
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