BEHAVIORAL DRIVERS INFLUENCING CLOUD COMPUTING ADOPTION IN PAKISTAN’S FINANCIAL SECTOR: A TPB-BASED EMPIRICAL STUDY

Abstract

This study examines the behavioral factors that influence cloud computing adoption in Pakistan’s financial institutions using the Theory of Planned Behavior (TPB) as the theoretical foundation. A quantitative, explanatory research design was employed, targeting IT professionals in Karachi’s financial sector. Data were gathered via a structured questionnaire (5-point Likert scale) and analyzed with PLS-SEM. The results show that attitude toward cloud computing, perceived behavioral control (resources and skills), cost-effectiveness, performance expectancy, and subjective norms all have positive, significant effects on the intention to adopt cloud services. In contrast, perceived security concerns negatively affect adoption intentions, and trust in cloud providers has an insignificant effect. Furthermore, intention strongly predicts actual cloud use. These findings highlight that, despite regulatory and security challenges, positive perceptions (e.g. cost savings, performance gains) and social influences drive cloud adoption in Pakistani banks. The study contributes to technology adoption theory by extending TPB with industry-specific factors (security, cost) and provides practical recommendations for policymakers and financial managers to enhance cloud uptake.