The main purpose of this study is to investigate the factors influencing the adoption of cloud services. Prior research on the Diffusion Theory usually focuses on innovation attributes and lacks psychological dynamics. This study integrates both the innovation mechanism and psychological mechanism. Gender differences are examined. The survey results discover that relative advantage and observability are important antecedents of cloud services adoption. New technology self-efficacy is also an important predictor of cloud services adoption. The theoretical contribution of this model is its provision of a detailed account of the key forces from the perspective of innovation mechanism and psychological mechanisms underpinning the assessment of adoption intention. It also advances our knowledge that men and women react differently in making cloud usage decisions. Results of the current study indicate that both genders put the emphasis on the utilitarian aspects of cloud services. This study also provides useful suggestions for policy makers and cloud services providers in formulating strategies to enhance cloud services popularity.
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