Perceived control and privacy in a professional cloud environment

Cloud customers need to assess whether their cloud service provider offers high-quality services and handles sensitive information confidentially. Privacy protection is therefore a major challenge during cloud sourcing. Although cloud customers want control over their sensitive information, they have limited resources to do so. They therefore consider other control agents, such as certification authorities or collectives, but the effectiveness of these groups to ensure privacy protection is unknown. This study differentiates between three control agents (personal control, proxy control, and collective control) and investigates the influence of these agents on cloud customers’ perceived control over sensitive information to protect privacy during cloud sourcing. Results show that proxy and collective control influence cloud customers’ perceptions but personal control does not. Therefore, only external control agents, who can apply sanctions, are perceived as being able to effectively protect privacy.