A study of Thai consumer behavior towards cloud storage services

Due to the growing use of Cloud Storage, the capabilities of their services have increased rapidly to support the demand of Thai consumers in terms of accessibility and shareability. Most consumers use multiple Cloud Storage services, and some are willing to pay to upgrade space limits and enhance features on their Cloud Storage. However, there are some critical concerns for Cloud Storage users in the area of data security and data privacy.The purpose of this research is to study Thai consumer behavior towards Cloud Storage services, which will start from understanding consumer profile, perceptions and attitudes towards Cloud Storage services, then develop the question on their decision making process. And last, explore the challenges of Cloud Storage service.The result from this study will be beneficial to Cloud Storage service providers and marketing managers to gain some insightful information about Thai consumer behavior, which will help to enrich the user experience and improve perceptions towards their services, also initiate effective marketing strategies to reach the target customer’s mindset.