University of Coimbra
Cloud computing by now has gained wide recognition in business and is becoming increasingly important for consumers. However, consumers experience uncertainties, such as security, privacy, and vendor lock-in. Certifications provide assurances and may mitigate uncertainties, making cloud service certifications a core focus of the European Union's cloud strategy and various certification programs. In this paper, the authors identify ten potential assurances for cloud service certifications and empirically assess their relative importance as perceived by consumers. They surveyed 53 consumers who use or intent to use consumer cloud services in a discrete choice experiment that follows the Best-Worst Scaling (BWS) method.