Trust in Cloud Computing: Conceptual Typology and Trust-Building Antecedents

Trust is an important facilitator for successful business relationships and an important technology adoption determinant. However, thus far trust has received little attention in the context of cloud computing, resulting in a lack of understanding of the dimensions of trust in cloud services and trust-building antecedents. Although the literature provides various conceptual models of trust for contexts related to cloud computing that may serve as a reference, in particular trust in IT outsourcing providers and trust in IT artifacts, idiosyncrasies of trust in cloud computing require a novel conceptual model of trust. First, a cloud service has a dual nature of being an IT artifact and a service provided by an organization. Second, cloud services are offered in impersonal cloud marketplaces and build upon a nested network of cloud services within the cloud ecosystem. In this article, we first analyze the concept of trust in cloud contexts. Next, we develop a conceptual model that describes trust in cloud services. The conceptual model incorporates the duality of trust in a cloud provider organization and trust in an IT artifact, as well as trust types for the impersonal environment and the cloud computing ecosystem. Using the conceptual model as a lens we then review 43 empirical studies on trust in IT outsourcing and trust in IT artifacts that were identified by a structured literature search. The resulting conceptual model provides a conceptual typology of constructs for trust in cloud services, defines trust-building antecedents, and develops 19 propositions describing the relationships between trust constructs and between trust constructs and trust-building antecedents. The conceptual model contributes to research by creating grounds for future theory-building on trust in cloud contexts, integrating two previously disjoint strands in the trust literature, and identifying knowledge gaps. Based on the conceptual model, we furthermore provide practical advice for managers from service providers, platform providers, customers, and institutional authorities.