Antecedents of software-as-a-service (SaaS) adoption: a structural equation model

With the rapid growth in the use of the internet, software-as-a-service (SaaS) provides unique opportunities that facilitate innovation without upfront investments in technological infrastructure and expertise. Despite its widespread diffusion and economic benefits, attitudes toward SaaS adoption are of paramount importance. This study investigates and models the perception and belief factors that affect the acceptance and use of SaaS. In particular, it examines whether the unified theory of acceptance and use of technology (UTAUT) explains consumer decisions related to the adoption of SaaS. The UTAUT was revised to fit the context of SaaS, by not only incorporating quality of service as a key determinant of behavioral intention, but also by modelling education as a moderator. The study reports a survey of seven hundred and eighty-five (n=785) respondents collected by means of an online questionnaire. Results herein indicates that the acceptance of SaaS relates to several belief factors: performance expectancy, effort expectancy, social influence, facilitating conditions and quality of service. Empirical data support most of the UTAUT relationships.