The influence of Top Management Support and competitive pressure on the continuous usage intention of Amazon Web Services

  • Julian Constantin Manfred Kuhlmann (Student)

Student thesis: Master's Thesis


The COVID-19 pandemic and the regulations accompanying it have led to immense impactson various industries. The whole economy had to adapt to a new normal of working togethervirtually. The technology industry facilitated this realignment as a whole and Cloud ComputingService (CCS) providers in particular. While the adoption of CCS has been widely researched,the continuous usage is still strongly developable. Therefore, it is interesting how thecontinuous usage intention (CUI) of CCS has changed throughout the pandemic. In this study,this was done on one particular example, namely the biggest CC provider worldwide, AmazonWeb Services (AWS).Previous research found that of all the influencing factors, Top Management Support (TMS)and Competitive Pressure (CP) are two of the most important factors to facilitate a continuoususage of CCS. After an extensive review of the literature, a research model with sevenhypotheses has been derived and was carried out through a survey within a sample of 148customers of AWS. The seven hypotheses were evaluated and tested for significance with amultiple linear regression and controlled for moderating effects. As a result, four of the seven hypotheses were accepted. A significant effect of TMS and CP on the CUI of AWS was measured. From the set of control variables especially the industry had an effect on therelationship. TMS had the most significant explanatory power across all constructs. Thefindings suggest, that the top management should further increase their support of AWS in orderto increase its usage.
Date of Award20 Oct 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorDaniel Rouach (Supervisor)


  • Mestrado em Gestão e Administração de Empresas

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