A Study on the Persistent Usage of Personal Cloud Storage Service for Mobile Base : Focusing on the China Market

This study focuses on what factors are useful to persistent usage and to utilize cloud storage for personal mobile services for sustainable development with UTAUT model. This study used a questionnaire survey method to collect data for the users who had ever used. And 374 questionnaires collected from the survey were analyzed using statistic programs PAWS Statistics 21 and AMOS 21. The results are as follows: 1. the social influence, accessibility, reaction speed made positive effects on effort expectancy and performance expectancy. 2. effort expectancy and performance expectancy showed positive influences on persistent usage. 3. perceived risk mediates between effort expectancy and persistent usage. Also the same between performance expectancy and persistent usage. This results presented the strategic implications for managers at the mobile fashion application area: 1. service providers in the cloud storage service add other functions to maximize persistent usage. 2. service providers need to reflect simpler functions including design. 3. service providers should reinforce the safe and security of the system to strengthen the personal privacy.