FACTA UNIVERSITATIS 

Series: Electronics and Energetics Vol. 34, No 3, September 2021, pp. 461-482 

https://doi.org/10.2298/FUEE2103461K 

© 2021 by University of Niš, Serbia | Creative Commons License: CC BY-NC-ND 

Original scientific paper  

ACCEPTANCE OF CLOUD COMPUTING IN  

AN AIRLINE COMPANY BASED ON ROGER’S DIFFUSION  

OF INNOVATION THEORY 

Hossein KardanMoghaddam1, Amir Rajaei2,  

Seyedeh Fatemeh Fatemi3  

1Department of Computer Engineering, Birjand University of Technology, Birjand, Iran 
2Department of Computer Engineering, Velayat University, Iranshahr, Iran. 

3Birjand University of Technology, Birjand, Iran 

Abstract. As using cloud computing develops, one of the problems that managers face 

at the organization level is that the personnel cannot work with these systems, users do 

not accept these new systems and the problem of accepting these technologies, effective 

factors in accepting them and the existing barriers in accepting them by users are very 

important. In many organizations wherein cloud computing has been launched, a time 

period is required to accept this new system by their personnel. If this time period is 

less and the personnel can work with these systems earlier, the productivity increases in 

the organization. The present paper aims the analysis of effective factors on acceptance 

of cloud computing by personnel working in Birjand International Airport in South 

Khorasan County (Iran) based on Roger’s diffusion of innovation theory. Examination 

of effective factors on acceptance of cloud computing in an organization can pave the 

way for improving its implementation and performance. This research has been done 

by descriptive survey method and its community includes personnel working in different 

official and informatics departments of Birjand International Airport. The data 

gathering instrument was questionnaire and for determining questionnaire validity 

opinions of masters and for determining consistency Cronbach's alpha has been used. 

For data analysis descriptive and inferential statistics have been used. The results of 

present paper indicated that there is meaningful and positive relationship between 

acceptance features of cloud computing and perception elements of testability, 

comparative advantage, visibility, complexity, and compatibility of cloud computing 

with its acceptance rate and there is meaningful and negative relationship between 

features of perception of not needing cloud computing and its acceptance rate. But 

there was no meaningful relationship between perception of cloud computing test 

opportunity and its acceptance rate. As one of the modern ways of providing electronic 

service has been cloud computing in recent years and it has many benefits for air 

transportation systems, this paper presents a model for analysis of effective factors in 

 
Received January 28, 2021; received in revised form July 6, 2021 

Corresponding author: Hossein KardanMoghaddam 
Department of Computer Engineering, Birjand University of Technology, Birjand, Iran 

E-mail: h.kardanmoghaddam@birjandut.ac.ir 



462 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 
acceptance of cloud computing among personnel of an airline company (airport) and it 

can be used for examining cloud acceptance in other air companies. 

Key words: Cloud Computing, IT, Computing Services, Roger’s Diffusion of 

Innovation Theory, Adoption of Cloud Computing 

1. INTRODUCTION 

Nowadays, with the development of IT in many organizations and institutes, has 

resulted in a number of fundamental and massive changes that have taken place in 

comparison with the past, these changes have forced organizations to maintain presence 

in the field of competition in order to survive in the current intense competitive market, 

leaving no other option for the organizations, but to transform and use the latest available 

technological achievements in order to reach the highest levels of capability for either 

themselves or their employees or perhaps even possibly both [1]. Therefore, it can be 

claimed that the information technology in other words has overtaken other evolving 

technologies and is considered essential and a basic need for entire organizations and 

individuals in many different industries all over the world [2]. Furthermore, cloud 

computing is considered to be one of the latest forms of providing data services which 

has managed to attract the attention of many organizations and data collecting institutions 

lately, in addition, this particular technology is now considered to be the latest generation 

in the evolution of the internet that can possibly demonstrate the future of application 

engineering and design [3]. As defined by the National Institute of Standards & 

Technology (NIST), cloud computing is basically a model type used for providing simple 

network access in accordance with the users need, for a shared repository derived from 

computing resources configurations. In addition, networks, servers, applications and 

services are all great examples of such services which can be available and provided 

quickly with minimum management efforts as well as minimum interactions coming 

from service providers [4]. Additionally, from a (NIST) perspective, the five features of 

cloud computing include on-demand services, broad network access, resource pooling 

and rapid elasticity as well as service measurements. However, cloud computing, which 

is the next generation of network and grid computing, can provide the possibility of using 

information technology, that has been initially proposed as a service provided through the 

networks. It is important to know that this technology represents a set of services in the 

forms of various packages and has an application program interface (API) that can be 

used in the network which may include both storage and computing services [5]. The 

term cloud refers to the data center of a hardware as well as its software provider [6]. 

Moreover, cloud computing is built on the foundation that instead of organizations and 

institutes creating their own hardware & software for storage use and process of data, 

they can launch cloud computing, and use its many featured services, then pay based on 

the overall usage, instead of purchasing various products through the network. In this 

regard, we can refer to companies and institutes providing public services to the industries 

such as water, electricity, telephone lines and internet, which can possibly eliminate the need 

for individual and organizations to purchase infrastructure related to these particular 

industries, instead, they can use cloud computing services and pay the related costs based on 

the precise amount of their usage either individually or organization-wise. Furthermore, in the 

field of cloud computing, large firms and institutions that have the potential as well as 



 Acceptance of Cloud Computing in an Airline Company Based on Roger’s Diffusion of Innovation Theory 463 

 

capital can very well create their own necessary infrastructure, such as the Cloud 

Computing Research Center of Amirkabir University of Technology & the Free Cloud 

Computing Society of Iran [7]. 

According to the theory of Roger and Shoemarker, 50% of people in society are 

resistant to innovation who are known as resistant and slow groups, and the other 50% 

are people who are more receptive to innovation. This division is shown by Shoemarker 

as a normal distribution [8]. Venkatesh et al. [9] introduced the conceptual basis of most 

technology acceptance models which is depended on the relationship between individual 

reactions to the "intention to use" and “actual use” of technology as shown in Figure 1. 

 

Fig. 1 The Conceptual Basis of Technology Acceptance Models (Venkatesh et al.2003) 

Organizational change more concerns employees with long experience rather than 

novices. Experienced employees are usually older and have lower media literacy [10]. 

Indeed, these employees have been accustomed to perform things in their usual way for 

years. Thus, the manager must expect resistance if the change involves forcing employees 

to modify their performance way. The change, itself, is not a problem for employees, 

however, the possibility that these employees who already know what to do in any 

situation will no longer be considered an "expert" is an issue. Being an expert, for many 

people, is very important in terms of self-esteem. The use of cloud computing technology 

means accepting changes in system performance, therefore, some human resources of the 

organization resist it. If this acceptance is inconsistent with their ability and job position, 

this resistance will be increased. Acceptance of technology as an individual-voluntary 

behavior has been explained by various models. In this regard, the Theory of Reasoned 

Action (TRA) [11], Fishbein & Ajzen (1975) and Theory of Planned Behavior (TPB), Ajzen 

(1991) [12], Technology Acceptance Model (TAM), Davis (1989) [13], Technology, 

Organization and Environment (TOE) framework Tornatzky & Fleischer (1990) [14], 

Diffusion of Innovations (DOI) Rogers (2010) [15] and the Unified Theory of Acceptance and 

Use of Technology (UTAUT), Venkatesh et al. (2003) [9] can be listed. Some acceptance 

theories, such as the technology acceptance model and the theory of planned behavior, 

are more appropriate for assessing the acceptance of final users (individuals) [16]. In 

some acceptance theories, such as technology, the environmental organization relies more 

on the organizational attitude. Since environmental influences are effective on technology 

acceptance, the importance of this dimension in technology acceptance is another strength 

of this theory. This theory provides a framework including three variables of technology and 

organization and environment to study the acceptance of new technologies in organizations 

[17]. Cloud computing acceptance, especially among organizations, is enhanced through 

public access to services, which offers several benefits such as increased flexibility and agility 

[18]. Therefore, promoting cloud computing acceptance is an important issue for 

policymakers due to its many benefits [19]. This study [20] assessed the model of 

acceptance of cloud computing technology, deployment, presenting the optimal method 

of its use and implementation. The findings showed that cloud computing and the use of 



464 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 

the model (cloud computing: evaluation of cloud computing for acceptance and use) can 

provide an appropriate path for efficient cloud implementation. Roger’s theory is more 

concerned with the processes of diffusion innovation and its acceptance in a systematic 

and planned method. This theory assesses the social process of innovation and how it is 

achieved and extended to an entire social system. Rogers' theory of diffusion innovation 

has been applied in this research since our case study was the personnel of an international 

airport in the east of Iran and the fact that accepting this innovation takes time and people do 

not accept it immediately. This theory is also used in the commercialization of research 

results, innovation resulting from technological opportunities, and the marketing of new 

products. The innovation process can be adapted to the Rogers model to explain the 

behavioral and social characteristics at different stages of the innovation process within the 

organization [21].  

Furthermore, based on the many benefits and features of using cloud computing services, 

which are gradually becoming more and more popular to the organizations as well as the 

general population, we come to conclusion that this particular technology can possibly play a 

major role in the aviation & airport-related industries, in order to properly assist airlines in 

providing the best possible services to the passengers, in addition to helping the organization 

as a whole, achieve success and greatness. Besides, the low degree of knowledge about the 

new cloud services features, among the airport staff, can possibly cause uncertainty and 

curiosity within the members of the staff, and as a result may very well motivate them, so they 

can learn in greater details about this particular new technology. Moreover, the higher the 

degree of familiarity and comprehension of staff with the cloud computing and its various 

features, can very well lead to a much better and more efficient service use. In addition, 

identifying the various factors affecting the overall acceptance and adoption of cloud 

computing, as well as determining its impacts on increasing the quality of airport services and 

features is of great importance, in order to create and plan the perfect policies for 

organizational objectives, because, the introduction and widespread use of cloud technology 

can possibly lead to huge quantitative as well as qualitative changes in the services and 

features of airports and aviation systems overall. Although, the main issue in using such brand 

new technologies is the analyze and measure of the precise degree of staff willingness for 

using these newly available tools and technologies [22]. Additionally, before implementing 

new technologies in any organizations, both managers and employees of that particular 

organization must have a complete and clear understanding of the upcoming technology, as 

well as its various advantages and possible uses in their executed activities, in addition to the 

close observation & evaluation of the various available functions and efficiencies that these 

innovative technologies may provide in organizational process. 

Birjand International Airport has both, IATA code: (XBJ) as well as ICAO code: (OIMB), 

and is usually used for commercial flights (birjand.airport.ir). Furthermore, due to the political 

and strategic position of Birjand, being located in the east of Iran, in addition to having (331 

km long) of common border with the neighbor country, Afghanistan, as well as being the 

third airport built in Iran in the year (1933), after the construction of Qala-e-Marghi 

airport in (Tehran) and Bushehr airport. Additionally, Birjand is located at 59 ֯ and 13 

minutes longitude, 32 ֯ and 53 minutes of latitude, at an altitude of 1,470 meters above the 

sea level, as well as being the capital city of Southern Khorasan province. Moreover, due 

to the strategic and sensitive location of this particular city, a considering amount of 

attention had been paid to the air navigation system, specifically on the Birjand airport, 



 Acceptance of Cloud Computing in an Airline Company Based on Roger’s Diffusion of Innovation Theory 465 

 

and therefore, having new and more efficient systems, such as the use of cloud computing 

services in the Birjand airport can possibly be of great significance [23] [24] [25]. 

In addition to the cloud computing, the current study uses Roger’s Diffusion of Innovation  

theory, which will be discussed in greater details in the following chapter. According to Roger 

in the year 1995, the definition of innovation is basically any new or original idea, object, 

practice or it can even include something that only appears new. However, despite the title 

given to the word innovation, it does not necessarily mean that it has to be an extremely new 

and innovative idea which was never seen before. In fact, it can be called innovation if the 

new upcoming idea, method or object is perceived as new by those particular people who are 

willing to accept and use it. Therefore, when it comes to publishing a brand-new idea, it is 

much more important for the idea to appear new to the targeted market, rather than having a 

high degree of actual new features and characteristics [26]. Additionally, according to Roger 

(1995), [26], these are the four innovation dissemination elements: -1- Innovation that is 

accepted, -2- by the members of the society, -3- through specific communication networks,  

-4- over a period of time [27]. 

This research proposes a model for analysis of effective factors in acceptance of cloud 

computing by personnel of an airline company (airport); the findings of this paper can be a 

guideline for efficient applying of cloud in air transportation systems and it can also 

contribute examination of cloud acceptance in other air organizations. At the Birjand 

International Airport VAST Satellite System and Automatic Terminal Information System 

(ATIS) is used. Also, in this airport ICT infrastructure is used including datacenter, active 

and passive network infrastructure, storing and processing infrastructure, weak current 

infrastructures. In this airport navigation systems of NDB, DVOR, VOR, DME  are used. 

Communication systems like switching tower, access (controller), recorders, fixed and 

moving senders-receivers, FM and AM  bands, sending system of meteorology information, 

using Automatic Dependent Surveillance system as ADS-B and ADS-C for increasing radar 

coverage. Also in this airport, RCAG flight control system, electronic flight planning 

(EFPL) and GPS system, microwave, closed circuit television (CCTV) and nationally 

integral flight information display system (FIDS) and PAPI and SALS systems are used. 

Also, this airport is planning to implement intelligent transportation system (ITS), The 

Aeronautical Telecommunication Network (ATN), control center and A-SMGCS system 

and in addition, Birjand International Airport is planning to use WTMD auxiliary inspection 

system, intelligent Gate Way systems, purchasing new equipment with X-ray modern 

technology using IOT. Also in this airport, the remote tower scheme has been proposed and 

it is studied by an Iranian company though installation, launching and maintaining ILS 

equipment is costly for the airport. Its high ranking authorities are planning to use 

performance based navigation (PBN), biometric identity identification is among other 

research plans in Birjand International Airport and it hasn’t been operated yet. 

In this research, the characteristics of innovation that are effective in its acceptance rate 

are discussed from Roger's point of view in the second section. The research literature 

review and previous work concerning cloud computing are discussed in the third section. 

Research methodology is stated in the fourth section. The findings and hypotheses of the 

research are defined in the fifth section. The regression model of the determinants of the 

cloud computing acceptance rate is stated in the sixth section. The conclusion and 

comparison of this research with similar works are discussed in the final section. 



466 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 

2. VARIOUS CHARACTERISTICS & FEATURES OF INNOVATION ACCEPTANCE 

Roger indicated several technological characteristics to be extremely effective in the 

adoption rate, which include: a) Comparative Advantage, b) Compatibility, c) Complexity, 

d) Testability as well as e) Observability of the Results [28] [29]. 

Comparative Advantage: It refers to the precise degree of the comprehension of 

individuals on whether the new innovation is more efficient and generally better than the 

current technology in order to successfully replace it. Additionally, the degree of comparative 

advantage is measured by economic factors, however often other factors such as social 

credibility, convenience and overall satisfaction with technology acceptance can also play a 

major role in these measurements. Besides, the objectivity of the innovation and its many 

benefits are not nearly as important as understanding the precise degree of the advantages of 

innovation via consumers. Moreover, the better the innovator perceives the benefits of the 

created innovation or technology, the quicker the process of their adoption and acceptance 

will be. 

Compatibility: It specifically refers to the extent of individual perception of innovation in 

harmony with current existing values, past experiences as well as meeting the requirements 

and needs of the recipient. Besides, those ideas and innovations that are considered to be 

compatible with prevailing social values seem to be quicker accepted rather than the ones that 

are not compatible with the social values. Generally, accepting an incompatible technology 

often requires the initial acceptance of an entirely new value system. 

Complexity: It indicates the degree to which an individual fathoms the difficulties of 

learning and applying innovation and new technologies. Furthermore, for most regular 

members of the society, some new technologies are simpler to comprehend and apply 

than others, while other technologies may not be so, and hereby they will gradually be 

accepted by the targeted market in a longer period of time. In general, brand-new ideas 

that do not require specific learning and investment are often accepted much sooner than 

those technologies that need the acquirement of new skills & knowledge.  
Testability: It refers specifically to the review and examination of technologies available 

at a limited level. Additionally, we also learn that technologies that can possibly be tested with 
limited facilities and resources have a higher chance of being accepted by the society quicker 
rather than those that cannot be examined at all. Additionally, innovations that have been 
previously tested on a smaller scale seem to be significantly less risky to use. 

Observability: It refers to the extent to which the results of technologies are visible 
and clear to the society and others. Besides, the clearer the results of the innovation to the 
people, the more likely it is to be sooner accepted by the general population and the rest 
[28] [29]. 

Roger, in the year (1995) [26] makes the argument that those innovations and technologies 
which possess comparative advantage, greater compatibility, higher degree of objectivity and 
less complexity are much easier and faster to adopt by their recipients in comparison with 
other available innovations. 

Furthermore, due to the vast number of capabilities cloud computing can offer, many 
institutions and organizations (both public & private) are gradually considering making 
use of such abilities which can possibly process the most amount of data and information 
technology in the shortest possible time as well as the lowest cost. Additionally, experts 
suggested using and setting up cloud computing facilities for aviation and airport-related 
systems in order for them to meet every need and requirements of the passengers even at 
the busiest times. Meanwhile, most air terminals and airports can meet their specific 



 Acceptance of Cloud Computing in an Airline Company Based on Roger’s Diffusion of Innovation Theory 467 

 

requirements using one of the predominant forms of cloud computing (which involves 
public, private, collective and hybrid cloud services). Moreover, the use of cloud computing 
technology in both private and public institutions and organizations in Iran is lower than in the 
other parts of the globe. Besides that, it can be claimed that only a limited number of 
institutions are even aware of the very existence of this new technology and the many benefits 
and its uses. In addition, one of the main reasons causing this is the lack of managers and 
officials’ overall knowledge about the many capabilities of this particular technology. As a 
result, this lack of knowledge and familiarity can possibly create a huge gap between the 
organizations and the available benefits of the cloud computing and may very well cause 
the organizations to never take advantage from such technologies which could potentially 
lead to huge positive impacts. 

The discoveries made by the current study conducted on the staff members of Birjand 

International Airport can potentially be extremely effective by providing the necessary 

information about the many available features of cloud computing and as a result can 

potentially lay the necessary foundations for accepting the cloud computing technology 

by the entire staff of the airport. Additionally, the present conducted study attempts to 

examine the many factors affecting the acceptance rate of the cloud computing by the 

working personnel at Birjand International Airport, in order to determine whether there is 

a relationship between the characteristics and features of the cloud computing services 

and its adoption rate through the people or not. 

3. RESEARCH BACKGROUND 

Prior to the current study, there has never been a proper research conducted, specifically 

on the acceptance rate of cloud computing usage in the airports and aviation industry, based 

on the Roger’s diffusion of innovation theory. Therefore, based on the theory, the main focus 

of the current research background segment lies within data science and science-related fields 

of study. 
Behrend et al. (2011) conducted a study on the acceptance and use rate of cloud 

computing amongst approximately 750 local college students who all took part in the 
computing skill-based courses. Furthermore, in the process of this research, which was 
conducted through an online questionnaire, factors such as the access to software, easier 
transportation, individual creativity, technological concerns, teacher supports and reliability 
were all individually examined and known as determining factors affecting the overall 
usefulness comprehension, user-friendliness as well as the actual and future potential 
uses. Additionally, the analysis results indicate that the two factors of usefulness 
comprehension as well as user-friendliness both seem to have a huge positive effect on the 
decision makings that concern the use of cloud computing amongst the students, on the other 
hand, despite the various negative impact of factors such as technology concerns, access to 
software, easier communications and transportations, the factor of easy comprehension still 
remains more significant than the other utility comprehension factors, and as a result, utilities 
comprehension do not affect the use of cloud computing amongst students in great extent [30]. 
In another conducted research by Opitz et al. (2012), they examined the acceptance rate of 
cloud computing using data analysis obtained from 100 IT managers amongst the leading 
companies of Germany in the stock market. Moreover, in this study, which was conducted 
through a questionnaire, they have come to conclusion that there is a significant 
relationship in the use of cloud computing services between the factors of usefulness and 



468 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 

the according behavior of the managers, additionally, conducted study also shows that the 
easy use factor for managers who use cloud services has significantly less effect in 
comparison to the manager behavioral factors [31]. Furthermore, Alharbi in (2012) 
examined the adoption rate of cloud computing in Saudi Arabia using factors including 
age, gender, field of work, degree of education and nationality. Additionally, the results 
obtained from this study which was conducted through an online questionnaire 
specifically on 171 employees of IT organizations in the Saudi Arabia using the linear 
regression, indicates that there is a constant significant relationship between the factors of 
usefulness comprehension as well as the easy use of the cloud services and the manager 
behavioral factors. On the other hand, there is also a significant relationship between the 
perception of easy use and usefulness factors, and the total usefulness comprehension as 
well as the managers behavioral responsive factors which can ultimately affect the 
decision makings on whether to use the cloud computing services or not [32]. 

Akbari, Sohrabi & Zanjani in (2012) in another study, examined the status and acceptance 

rate of search engines as well as meta search engines among the users of the University of 

Isfahan based on Roger’s diffusion of innovation theory. Additionally, the main purpose of 

this research was to investigate the acceptance rate and identify the various capabilities and 

effective tools used in accepting search & Meta search engines by the users of the University 

of Isfahan. The obtained results show that the average acceptance rate of search engines and 

meta search engines by the users of the University of Isfahan was not statistically significant 

in terms of gender, particular grade or even faculties, and the only significance discovery 

found in terms of accepting specialized search engines was only related to gender alone. On 

the other hand, the results showed that users friends however, did play a major role on how 

public search engines and subject directories were accepted, as well as professors who can 

potentially be extremely effective on how specialized search engines and meta search engines 

are accepted by the entire community. Furthermore, they came to the conclusion that the best 

possible place for search engines and meta search engines to be used is applying them at the 

universities. Moreover, there was also a comparison conducted, between the use of simple or 

advanced Google Search pages which indicated that there is a greater tendency among users 

than a simple search page, in addition, this also absolutely confirmed Roger’s theory in every 

way [33]. Luo (2012) [34] in this research examined precisely how reference librarians can 

potentially use the cloud computing services and technology. Additionally, the overall 

objective of the current study is to use software-oriented as well as software as a service 

(SAAS) tools in order to support and facilitate their work. Furthermore, the obtained results of 

the study indicated that the librarians may use such tools for a variety of purposes, including 

facilitating, internal communication, collaborative work, data support as well as literacy 

practices and trainings. Heidari, Alizadeh & Hamdipour (2013) in another study, investigated 

the various factors affecting the adoption rate of electronical data resources conducted using 

the faculty members of Iranian Data Science Departments based on Roger’s diffusion of 

innovation theory. Furthermore, it must be added that the conducted research method used 

was descriptive-survey, which could be completed through a set of electronic questionnaires. 

Additionally, the findings of exploratory factor analysis identified the most significant features 

of electronic data resources which include: comparative advantages, testability, compatibility, 

observability as well as available testing opportunities. Further discoveries show that the 

above features have a meaningful relationship with the speed of adoption of electronic data 

resources such as clouds and can potentially be very effective in the adoption rate. Moreover, 

the multivariate results show that the characteristics of observability, test opportunity as well 



 Acceptance of Cloud Computing in an Airline Company Based on Roger’s Diffusion of Innovation Theory 469 

 

as age are considered to be important predictors in the acceptance of electronic data resources 

which statistically takes 27% of the dependent variable variance. Generally, the discoveries 

seem to confirm the Roger’s diffusion of innovation theory (2003) in understanding the 

various characteristics of electronic data resources using the working members of the Iranian 

Department of Data Science [35]. 
Fung (2013) in this study they used the TAM model types and Port Five Forces analysis in 

order to estimate the decision being made on whether to apply the cloud computing 
technology in IT outsourced services or not. Furthermore, based on this quantitative 
interference research that has been conducted through an online questionnaire, multi 
regressions and path analysis via (PLS) software, however, the only considered factors being 
investigated here are the comprehension of the many features, user-friendliness and the overall 
response towards the acceptance of cloud computing, specifically the (TAM) model type. 
According to the obtained results, the perception factor in the overall acceptance of cloud 
computing can positively and in a major way estimate the perception factor of its usefulness. 
Additionally, we also learn that both the factors of usefulness comprehension of cloud 
computing features as well as the degree of user-friendliness can very well significantly 
predict the decision-making factor of accepting the cloud services [36]. Sun et al. (2014) in 
this particular conducted research, they mostly focused on the cloud service providers 
perspective which were categorized into five groups including: a) the use of decision-making 
methods, b) the use of data display models, c) the use of cloud service characteristics 
parameters, d) the content and finally e) objectives [37]. 

Yuvaraj (2014) in this study, a survey was conducted on 209 librarians of the Central 
Library of University of India in order to determine the precise degree of acceptance of cloud 
computing services and apps amongst these individuals. Additionally, using this survey and 
data collection method which was conducted continuously for eleven months using postal 
questionnaire, Yuvaraj emphasizes the effects of four possible factors on using cloud 
computing services & applications including: usefulness comprehension of the cloud, 
understanding the easy use of cloud, as well as decision-making and the behavior towards the 
use of cloud computing. In addition, according to the results of the research, there was no 
significant relationship amongst the above factors in using cloud computing applications. 
However, there was a significant relationship found between the usefulness comprehension of 
the cloud and the behaviors towards its use [38]. This particular study examines the cloud 
migrations that have occurred during the years (2009-2014) as well as introducing a set of 
factors affecting the adoption rate of cloud computing services in the form of a conceptual 
model, in addition, these various key factors include the feasibility study of cloud migration, 
analysis of development of migration plan requirements, cost-reduction, low effort in order to 
maintain resource, efficient use of resources as well as the unlimited scalability of the 
resources [39]. 

Mangai, Ganesan & Kumar (2014) in another conducted research, they examined the 
current and possible future of using cloud computing tech in library services. 
Furthermore, in this study, they analyzed the origin, the various types, the impact on 
libraries as well as the potential benefits and drawbacks of cloud computing in general. In 
the end, the concluded that (Information and Communication Technology) (ICT) have 
forced the libraries to change the process and performance of information, besides, with 
the rapid advancement of technology, automated, digital, and other advanced libraries are 
consequently created. Additionally, the research team back then sincerely believed that 
soon users will be able to access their information from anywhere in the world through 
this particular technology (cloud computing), which may very well save a considering amount 



470 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 

of money as well as time and resources all at the same time [40]. Scholtz  (2016) examined the 
technical and environmental factors that could potentially affect the adoption rate of cloud 
computing specifically in the public departments of South Africa. Additionally, in this 
particular study, there were 51 experts from 40 different public-oriented organizations of 
South Africa were surveyed using the Delphi method as well as a questionnaire. Furthermore, 
the findings indicated that most participants were very concerned about their individual 
privacy, which ranked number one amongst all factors. In addition, environmental factors 
such as constant learning pressure, being resistant to change, lack of sense of security and etc. 
are all considered other major factors that must be dealt with in order to properly and legally 
implement cloud computing services as a provider to such organizations based on their 
specific requirements [41]. Valmohammadi & Mazaheri (2017) in this conducted research, 
based on the technology acceptance model as well as the use of the Davis model, they 
managed to thoroughly described the factors that can potentially influence the final decision 
on the use of cloud computing amongst the employees working at the National Radio & 
Television Organization of Iran, in which case, the utility comprehension and perception was 
identified as the most significant factor that influenced the decision on whether to use the 
cloud computing services or not [42]. 

Yuvaraj, Mayank (2016) studied factors affecting the acceptance and targeted use of 
cloud computing in the libraries of medical universities in India using the Delphi 3D 
method. This study was conducted by a group of 32 experts with experience in cloud 
computing in the field of libraries. 60 different factors were identified of which 42 of 
them had a direct impact on the level of acceptance and targeted use of cloud computing 
technologies in the mentioned libraries [43]. Heydari Dahouei et al. (2017) through this 
research, they managed to provide somewhat a framework in order to select the 
appropriate system for implementing cloud computing. Additionally, a case study was 
conducted on the Faculty of Modern Sciences and Technologies, at the University of 
Tehran. In conclusion, experts determined that the criteria of accessibility, system 
reliability as well as stability were all considered to be the top most important determining 
factors [44]. Sabi et al. (2018) conducted another research on acceptance rate of cloud 
computing in the southern regions of Africa, in which they examined and analyzed building 
a background model based on the factors that could potentially affect the actual acceptance 
rate. Additionally, the methods they used included a mixture of either (DOI, Diffusion of 
Innovation theory) or (TAM, which stands for Technology Acceptance Method model). 
Furthermore, the obtained results indicated that socio-cultural factors as well as displaying 
results, usefulness and data security were all found amongst the most significant factors in 
order to appropriately accept cloud computing in universities [45]. Changchit, Chuleeporn 
and Chuchuen (2018) in another study, they examined the factors that affect the adoption 
rate of cloud computing. Additionally, they used the technology acceptance model and 
identified the various factors that could potentially influence the acceptance rate of cloud 
computing and these factors including usefulness comprehension, easy use, security and the 
cost of using the cloud computing provided services [46]. 

Elzamly et al. (2019) [47] proposed a model for cloud computing acceptance in e-
banking management systems. In their proposed model, there are four steps to successfully 
accept the cloud computing model for managing an electronic banking system. The proposed 
model includes 4 stages which are divided into Technological factors, Organizational factors, 
Environmental factors, and Operational factors for the acceptance of the cloud computing 
model. In e-banking systems, the successful adoption of the cloud computing model improves 
the probability of the success of cloud e-banking in banking organizations. Alidoust et al. [48] 



 Acceptance of Cloud Computing in an Airline Company Based on Roger’s Diffusion of Innovation Theory 471 

 

(2020) studied effective factors in the cloud computing adoption of the employees of 
physical education faculties in Tehran, Iran. In this study, 12 factors affecting the cloud 
computing adoption were identified and examined, among which 11 factors were considered 
as a positive effect. The component of complexity has negatively affected the cloud 
computing adoption intention. Also, technology readiness had the highest impact on cloud 
computing adoption. The growth of technology readiness among physical education faculties, 
data security and reducing complexity were identified as the most important factors on cloud 
computing adoption which can effectively facilitate cloud computing adoption. Albelaihi, 
Khan (2020) [49] examined the advantages and barriers to the cloud computing adoption in 
small and medium enterprises in Saudi Arabia. In their research, they interviewed managers of 
the information and communication technology industry. The questionnaire completed via 
telephone inquiring managers of the enterprises in different geographical parts of Saudi 
Arabia. After evaluating the questionnaires, a significant relationship was derived between the 
use of cloud computing and the increasing quality of services as well as the performance of 
small and medium companies. They concluded that the level of knowledge of managers in 
these enterprises is lower than the global average. They also found that the biggest challenge 
in Saudi Arabia is privacy and security regarding cloud computing service providers and 
users, which the culture of Saudi Arabia has played a role in preventing the cloud computing 
adoption. In another study by D. H. Tesema (2020) [50] the challenges and the importance of 
cloud computing adoption were examined in terms of security, privacy and availability in a 
commercial bank in Ethiopia. A descriptive method was used to study and analyze the role 
of cloud computing in commercial banks. Also, the role of cloud computing was analyzed as a 
powerful tool for savings and cost-effectiveness on large commercial banks considering the 
mentioned bank as a case study. The results of this study display the main effective factors 
such as cost efficiency, security and compliance, reliability and also the ability to 
cooperate in cloud computing adoption in Commercial Bank of Ethiopia (CBE). Omar 
Ali et al. (2021) [51] assessed the complexity of cloud computing adoption in local 
governments in Australia. In this research, they proposed a hybrid evaluation model for 
the cloud computing adoption in the information systems. To evaluate the proposed 
model, 21 IT managers from local governments were interviewed in the first phase, and then 
in the second phase, 480 IT employees from 47 local governments responded to an online 
survey. After evaluating the results, they concluded that the complexity of an organization, the 
structural complexity of technology, the dynamic complexity of an organization and the 
dynamic complexity of should be considered in the use of cloud computing and without them, 
the results will not be satisfactory. The importance of cloud computing acceptance by 
personnel and the extensive research before its implementation have been considered, thus, 
this research is conducted to address the importance of cloud systems in aviation, especially in 
the east of Iran.  

4. RESEARCH METHODOLOGY 

This conducted research has been completed, using descriptive survey method. 
Additionally, the selected statistical population for this particular research included all the 
current personnel who work at the Birjand International Airport which is located in the 
Southern parts of Khorasan province (Iran). Furthermore, we must add that the used 
method in this particular case was census method, and not the usual sampling method at 
all due to the limited number of people, which meant that all the employed personnel 



472 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 

were included. In total, 67 sets of questionnaires were issued amongst the staff from which 
57 were returned and analyzed, in addition, these questionnaires were the tools use for data 
collection in this study. Besides, it is important to know that these sets of questionnaires and 
dissertations were based on both Roger’s Diffusion of Innovation theory as well as other 
similar researches that have been conducted previously, [27], [35] & [52]. Moreover, the 
questions of each section of the questionnaire are created, according to the infrastructure 
and factors that make up Roger’s Diffusion of Innovation theory as well as using the 
various particular features and functions of the technologies under study. Additionally, a 
total of 30 question along with 6 available options were designed in the form of Likert Scale 
beginning from (1 = strongly disagree to 6 = strongly agree), in order to accurately measure 
the overall comprehension of cloud computing available features, in addition, the 
questionnaire must first be available to professors, experts, sociologists, computer, the 
management as well as a number of airport staff in order to determine the actual validity of the 
used tool, and finally after clearing all the discovered errors and mistakes amongst the 
questions, then the questionnaires are distributed. Later, in order to assess the reliability, the 
questionnaire was calculated using Cronbach’s alpha coefficient, which resulted in 92.2%, 
besides, also being tested through retest method which was conducted on only a group of 
personnel who at that time worked at the Birjand International Airport. At the end, SPSS and 
Excel software are both used in order to thoroughly analyze the obtained results of the 
questionnaires descriptive statistics and on the other hand, for inferential statistics, were used. 

Many organizations are nowadays using their private cloud model that they have set up 
for their organization. In this study, the cloud computing services used by administration 
and technology employees of airport were studied. Since the clouds used are private or 
associate cloud models that are managed by upstream management organizations, they do 
not have the challenge of confidentiality and the diffusion of sensitive data. Programs have 
been implemented to transition to the cloud computing model in aviation systems such as 
flight planning, ticket reservation and sales systems, electronic control of goods, air traffic 
and navigation control, customs services, accounting and security services in Birjand 
International Airport (systems that implementation is not possible). Most of the questions in 
the questionnaire were about the use of software as a service (SAAS). And this cloud 
computing service is more used and important in the airport business. 

5. RESEARCH FINDINGS  

A total of 57 individuals were a part of the research, who included 5 females (8.8%) and 

the rest were all male participants (91.2%). Additionally, the educational degree of most of the 

participants were bachelor’s degree or lower (68.4%), besides, the average age and past 

service history of the participants being 36.79 ±4.17 and 12.96 ±4.43 (Table 1). 

Table 1 Demographic Characteristic of the Participants  

Variables Abundance Percentage 

Gender Female 5 8.8 

Men 52 91.2 

Educational Degree Bachelor’s degree or lower 39 68.4 

Master’s degree or higher 18 31.6 

Age Mean±SD 36.79  ± 4.17 

Years of Service Mean±SD 12.96  ± 4.43 



 Acceptance of Cloud Computing in an Airline Company Based on Roger’s Diffusion of Innovation Theory 473 

 

Furthermore, Descriptive Analysis of research variables is presented in the following 

page (Table 2). Additionally, the average score of cloud computing adoption 

characteristics in total were 120.65 ± 9.99, on the other hand, the adoption rate was 

discovered to be 66.09 ± 9.60, in addition, if the coefficient of elasticity and scalability of 

the research variables are within the range of [-2,2], then it can be concluded that these 

particular variables are normally being distributed. 

Table2 Descriptive Analysis of Research Variables 

Variables 

M
ea

n
 

S
ta

n
d

ar
d
 

D
ev

ia
ti

o
n
 

M
ed

ia
n
 

M
o

d
e 

V
ar

ia
n

ce
 

M
in

im
u

m
 

S
co

re
 

M
ax

im
u

m
 

S
co

re
 

S
k

ew
n

es
s 

K
u

rt
o

si
s 

Testability Comprehension 23.95 3.37 24 21 11.34 17 30 0.39 -0.56 

Comparative Advantages Comprehension 42.14 4.05 42 40 16.41 36 51 0.30 -0.91 

Understanding the Visibility of Results 

(Observability) 

12.68 1.77 12 12 3.15 10 16 0.24 -1.03 

Examination Opportunities 

Comprehension 
7.26 1.48 7 7 2.20 5 11 0.58 0.40 

Complexities Comprehension 16.93 2.29 16 20 5.25 13 22 0.43 -1.02 

Compatibility Comprehension 8.49 1.28 8 8 1.65 5 10 -0.69 0.38 

Understanding the occasional lack of 

need for cloud computing 

9.19 1.91 9 9 3.66 4 12 -0.70 0.65 

General Acceptance Features of Cloud 

Computing 

120.65 9.99 116 113 99.95 108 138 0.44 -1.53 

Adoption Rate 66.09 9.60 64 55 92.08 53 84 0.55 -0.97 

Hypothesis (1): There is a significant relationship between compatibility comprehension 

of cloud computing and its adoption rate. 

The obtained results of Pearson correlation coefficient shown in table (3) indicates that 

there is a positive relationship between understanding the characteristics of cloud 

computing testability and the adoption rate (p<0.001 and r = 0.63). In other words, the more 

people who test the new technologies and innovations, the more the adoption rate rises. 

Hypothesis (2): There is a significant relationship between the comprehension of 

comparative advantage of cloud computing and its adoption rate. 

The results of Pearson correlation coefficient in table (3) indicates that there is a 

significant relationship between the comparative nature of cloud computing and its adoption 

rate (p<0.001 and r = 0.69). In other words, the ones who understand comparative advantages 

more also seem to have a higher and better adoption rate. 

Hypothesis (3): There is a relationship between understanding the visibility of cloud 

computing results and its adoption rate.  

In addition, the obtained results of Pearson correlation coefficient in table (3) show that 

there is a significant relationship between the observability of the results of cloud computing 

and the adoption rate (p<0.001 and r = 0.55). Meaning that people who have higher degree of 

comprehension on the observability of the results tend to also have higher adoption rate.  

Hypothesis (4): There is a significant relationship between the examination opportunities 

comprehension of cloud computing and the adoption rate. 



474 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 

The obtained results of Pearson correlation coefficient in table (3) indicated that there is a 

meaningful relationship between fully understanding the possible examination opportunities 

and the general adoption rate (p = 0.17 and r = 0.18). 

Hypothesis (5): There is also a relationship between the complexities comprehension of 

cloud computing and the adoption rate. 

The obtained results of Pearson correlation coefficient in table (3) show a positive 

relationship between the comprehension of complexities in cloud computing and its adoption 

rate (p<0.001 and r = 0.79). In other words, those who tend to understand these complexities 

more and thoroughly, also tend to have a higher adoption rate in general. 

Hypothesis (6): There is a significant relationship found between the compatibilities 

comprehension of cloud computing and the adoption rate. 

The obtained results of Pearson correlation coefficient in table (3) show that there is a 

significant relationship between compatibility comprehension of cloud computing and the 

general adoption rate (p = 0.004 and r = 0.37). Which also means that those who are more 

compatible with cloud computing tend to have a higher acceptance rate in general. 

Hypothesis (7): There is also a significant relationship between the lack of need for 

cloud computing and the adoption rate. 

The obtained results from Pearson correlation coefficient in table (3) show that there is 

always a negative relationship between the lack of need for cloud computing and the adoption 

rate (p < 0.001 and r = -0.69). In other words, people who feel the need for cloud computing 

more, tend to have a higher adoption rate in comparison to those who do not.  

Table 3 The correlations between Cloud Computing Acceptance Feature & Adoption Rate 

Variables Adoption rate 

r p 

Testability Comprehension 0.63 <0.001 
Comparative Advantage Comprehension 0.69 <0.001 
Understanding the Visibility of Results (Observability) 0.55 <0.001 
Examination Opportunities Comprehension 0.18 0.17 
Complexities Comprehension 0.79 <0.001 
Compatibility Comprehension 0.37 0.004 
Understanding the Lack of Need for Cloud Computing -0.69 <0.001 
General Acceptance Features of Cloud Computing 0.71 <0.001 

6. REGRESSION MODEL DETERMINANTS OF CLOUD COMPUTING ADOPTION RATE 

Multiple regression analyses of data as well as the relationships amongst variables are 

both discussed in this part of the conducted research. Additionally, the objective of these 

analysis is to determine the precise contribution and effect major research variables 

(cloud computing adoption features) can have in the estimation of the dependent variable 

changes (adoption rate). In other words, multiple regression may very well help in the 

explain and prediction of the variance of the dependent variables of cloud computing 

adoption rate. In addition, this can only be done by estimating the degree of role and 

effect independent variable have in creating variance. Therefore, multiple regression can 

possibly be used in order to find out the existence as well as the precise degree of a 

relationship between a (Y) variable against any number of independent variables. 



 Acceptance of Cloud Computing in an Airline Company Based on Roger’s Diffusion of Innovation Theory 475 

 

Therefore, in order to determine the precise degree of characteristics found between cloud 

computing acceptance and the adoption rate, multiple regression analysis is used along with a 

step-by-step method. Additionally, in the first step the complexities comprehension of cloud 

computing was used which resulted in a possible 62% estimation in the variance of cloud 

computing variables. Secondly, the testability comprehension variable is used in the equation, 

which may very well increase the estimations coefficient by 4% (from 62% to 66%). 

Furthermore, in the third step, the lack of need for cloud computing enters the equation and 

causes an increase in prediction coefficient by 3% (from 66% to 69%). In other words, the 

features and variables of complexity, testability comprehension as well as understanding the 

lack of need for cloud computing can together possibly explain 69% of the variance of the 

variable cloud computing adoption rate and hereby other variables were all removed from the 

equation due to the lack of significance. Moreover, amongst these three mentioned variables, 

the complexities comprehension perception feature with a coefficient of 0.49 has the greater 

part in the estimation of the variables of cloud computing adoption rate (Table 4 & 5). 

Table 4 Multiple Regression Test Result Determinants of Cloud Computing Adoption Rate 

Source 

of 

Changes 

 Squares 

Sums 

Degree 

of 

Freedom 

Squares 

Mean 

F Significance 

Degree 

Correlation 

Coefficient 

Determination 

Coefficient 

C
o
m

p
le

x
it

ie
s 

C
o
m

p
re

h
en

si
o
n
 

Regression 3212.33 1 3212.33 

90.87 <0.001 0.79 0.62 
Remaining 

Amount 
1944.23 

55 35.35 

Total Sum 5156.56 56  

T
es

ta
b
il

it
y
 

C
o
m

p
re

h
en

si
o
n
 

Regression 3482.78 2 1741.39 

56.18 <0.001 0.82 0.66 
Remaining 

Amount 

1673.78 54 30.99 

Total Sum 5156.56 56  

U
n
d
er

st
an

d
in

g
 t
h
e 

 

L
ac

k
 o

f 
N

ee
d
 f

o
r 

 

C
lo

u
d
 C

o
m

p
u
ti

n
g
 

Regression 3663.71 3 1221.24 

43.36 <0.001 0.84 0.69 
Remaining 

Amount 

1492.85 53 
28.17 

Total Sum 5156.56 56  

Table 5 Beta Coefficient of Cloud Computing Adoption Rate for Regression Model Variables 

Variables Non-Standard 

Coefficient 

Standard 

Coefficient 

(T)Value Significance 

Level 

The 

(B)Amount 

Standard 

Error 

(β)Value 

Fixed 26.75 11.37  2.35 0.02 

Complexities Comprehension 2.04 0.45 0.49 4.58 <0.001 

Testability Comprehension 0.69 0.26 0.24 2.69 0.01 

Understanding the Lack of Need  

for Cloud Computing 

-1.27 0.50 -0.25 2.53 0.01 



476 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 

Furthermore, structural equation model was also used in order to observe & analyze 

the possible effects of cloud computing adoption characteristics on the adoption rate. 

Additionally, the obtained results indicated that the precise amount of standard factor 

between the two variables of cloud computing acceptance characteristics and its adoption 

rate is about (0.95), in addition, since there is a significance relationship between the 

value of (T-statistics) and other previously mentioned variables (9.30), which is clearly 

more than the (1.96), therefore, it can be concluded that the adoption characteristics of 

cloud computing, do in fact have a positive and significant effect on the adoption rate. 

 

Fig. 1 The Standard Factors Related to the Effect on Cloud Computing Characteristics 

and its Adoption Rate 



 Acceptance of Cloud Computing in an Airline Company Based on Roger’s Diffusion of Innovation Theory 477 

 

 
Fig. 2 The value of T (t-statistics) is Significantly Related to the Effect of Cloud Computing 

and the Adoption Rate 

7. DISCUSSIONS & CONCLUSIONS 

The results of present paper conducted in an international airport (Birjand) indicated that 

there is meaningful and positive relationship between acceptance features of cloud computing 

and perception elements of testability, Comparative Advantages, The Visibility of the Results 

(Observability) and compatibility of cloud computing and its adoption rate, However, the 

relationship found between the lack of need for cloud computing and the adoption rate seems 

to be a negative kind of relationship which can also be significant simultaneously. On the 

other hand, there was no major relationship found between the feature of comprehension of 

examination opportunities of cloud computing and the adoption rate.  



478 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 

Farmanlu lilab et al. (2019) conducted a study on the librarians who worked at the Tabriz 

University of Medical Sciences and analyzed the factors that could potentially affect the 

adoption rate of cloud computing based on Roger’s Diffusion of Innovation theory. 

Additionally, the most significant features of cloud computing which were identified using 

Heuristic Factor Analysis are as follows: Testability, Comparative Advantages, Complexity, 

Compatibility and the Observability of the obtained results. In addition to these five features, 

two other factors were also identified during this study which included test & examination 

opportunities as well as the lack of need for cloud computing. Furthermore, the obtained 

results of this particular study indicated that there is significant relationship among the 

characteristics and features of cloud computing such as testability, compatibility, complexity, 

comparative advantages, examination opportunities along with the lack of need for cloud 

computing and the adoption rate of cloud computing, however, there was no major 

relationship to be found between the observability of the results and cloud computing 

adoption rate in general. Moreover, we conclude that the results of this study, apparently is not 

consistent with the results obtained through the current conducted research (with the only 

exception being in the characteristics of examination opportunities and the observability of the 

results) [52]. Hamdipour & Zavaraqi (2018) conducted a research on the analyze of the factors 

that may potentially affect the acceptance of research information management system 

(SIMAP), using the personnel of Tabriz University. As a result, they came to conclusion that 

there is a significant relationship between the seriousness and determination of the university 

and the characteristics such as compatibility, testability, complexity and comparative 

advantages which very possibly may lead to a change in the speed of the adoption rate [53]. 

Nazari et al. (2012) in another study, examined the relationships between the complete 

comprehension of the characteristics mentioned in Roger’s Diffusion of Innovation theory and 

the acceptance rate through the female personnel of District 8 of Islamic Azad University, as a 

result, they came to the conclusion that features such as compatibility, complexity, testability 

and observability, all have a positive impact on the relationship towards the acceptance rate 

[54]. The obtained results of the research conducted by Heidari et al. (2014) based on the 

Roger’s Diffusion of Innovation theory, using the faculty members of Iranian Department of 

Information Science on the study of factors that could potentially affect the adoption rate of 

electronical information resources (such as cloud computing), indicates that the characteristics 

and features such as comparative advantage, testability, compatibility, complexity, 

observability and examination opportunities all have a significant impact on the speed or pace 

of the adoption rate of cloud computing or other available electronical information resources 

[35]. Furthermore, Ebadolahi et al. (2014) in another study conducted on the public libraries 

of the city of Tehran and its 22 different districts, examined and analyzed the possible effects 

of the five characteristics of innovation dissemination on the adoption rate. In conclusion, the 

results showed a significant as well as positive relationship between the various characteristics 

of technology (compatibility, testability, easy use, observability and comparative advantage) 

and the acceptance rate of journal index software used by librarians [27]. DO (2008) [55] in 

another research conducted on the faculty members and students of the College of Specialized 

Studies of Hawaii, examined the possible effects of the five characteristics of Roger’s 

Diffusion of Innovation theory on the acceptance rate as well as the many uses in online 

educational admissions. Additionally, the obtained results show a significant relationship 

amongst the features of complexity, compatibility, observability, testability, comparative 

advantage and the acceptance rate of online educational technologies by the potential users. 

Al-Gahtani (2004) [56] in another study conducted on computing technologies and its 



 Acceptance of Cloud Computing in an Airline Company Based on Roger’s Diffusion of Innovation Theory 479 

 

acceptance rate based on the Roger’s Diffusion of Innovation came to the conclusion 

according to the obtained results that the two factors of testability and observability of the 

results can both have huge as well as positive impact on the acceptance rate of computers. 

Additionally, it is also important to know that the obtained results of this particular research 

seem to be consistent with our current study. 

In order to describe the obtained results of the current study, it can be said that 

technologies or innovations that can potentially be tested in necessary cases or those that 

can be evaluated in either short or long-term, are more likely to be accepted by the social 

system as well as the community. Furthermore, those who have higher degree of comparative 

advantage comprehension also seem to have a much higher adoption rate, in addition, in order 

to explain this particular case, it can be claimed that components such as usefulness, various 

benefits, easy use, user-friendliness and task performances are all amongst the most important 

factors that may potentially have huge impacts on the adoption rate. Additionally, we also 

learn that individuals tend to have a higher adoption rate through better understanding the 

observability of the results. Therefore, it can be stated that if the results of using new 

technologies are constantly visible to the population, then they can witness the positive 

impacts of using it for themselves, and as a result the acceptance rates may increase. 

Moreover, the use of technology as an innovation is generally better accepted, if it is 

compatible with other factors such as social values, past experiences, job aspects and essential 

requirements. Finally, take note that those who are at more complex situations and feel the 

greater need for cloud computing, consequently tend to have a higher adoption rate. At the 

end, based on the obtained results of multivariate regression in the current study, we learn 

that among the various characteristics of cloud computing acceptance (understanding the 

lack of need for cloud computing as well as complexity and testability comprehension) 

are the most significant factors and predictors of cloud computing adoption rate overall, 

in addition, they make 69% of the variance of the cloud computing adoption variables. 

Additionally, amongst these three mentioned variables, the complexity comprehension 

with a beta coefficient of 0.49 seems to have the greater share of impact on the adoption 

rate of cloud computing in comparison with the rest of the variables. Moreover, the 

obtained results of the research conducted by Al-Gahtani (2004) [56] can indicate and 

confirm that technological complexity feature is the most effective factor found amongst 

the five technological characteristics which can ultimately determine the prevention or 

acceptance of computers and technological advancements. 

Air transportation systems and airports have gradually adopted cloud computing as they 

worry about reliability, surveillance and security threats. But cloud computing is gradually 

changing the interaction of people with these systems. Acceptance of cloud computing 

provides different levels of decision making for air industry managers seeking prospects of 

applying cloud computing in their organization and it can affect decision making of air 

transport system managers. As using cloud computing service or the time of using the service 

requires costs, controlling it and lowering the prices is easier. When you choose cloud 

software, you control extra costs, and don’t need to pay or the costs related to purchasing and 

maintaining servers and you only pay for user usage amount. Among air companies, small 

and medium ones don’t have enough financial and human resources compared with large 

organizations so they can’t efficiently update and upgrade their IT requirements. This causes 

that these organizations lose the chance of competing with their great rivals. Using cloud 

computing contributes these organizations to assess their organizational conditions for 

accepting services related to cloud computing. Using cloud computing in air transportation 



480 H. KARDANMOGHADDAM, A. RAJAEI, S. F. FATEMI 

 

systems and airports causes that these companies or a group of subsidiaries have better 

management strategies with lower costs as the cost is shared among the companies and the 

cloud computing can be profitable for these systems. Using cloud computing provides more 

storing space related to traditional methods of storing information as the storage is performed 

by cloud and cloud users can have access to the required knowledge in everywhere at any 

time using different systems like personal computers or smart tools like tablet, smart phones 

or mobile computers. Cloud computing causes flexibility and accessibility of IT through 

different resources and working with it is easier leads to smart and rapid survey of resources 

as the documents are not placed on personal computers and they are hosted on the cloud and 

multiple users can simultaneously work with the documents and projects and issues like 

customer relationship management, flexibility in organizational activities, ease of establishing 

new systems and  business durability are important in using cloud. Scalability of cloud 

computing services leads to increasing and decreasing of resources for users in any time. 

Whenever due to high visit of website, so many resources are needed; cloud computing 

service automatically increases bandwidth so that there won’t be any problem in processing. 

Using cloud computing systems decreases website, software and system downtime to great 

extent. Many cloud service providers present policies, technologies and controls that boost 

security condition of air transportation systems and support data, programs and organizational 

infrastructures against probable threats. Capability to backup and retrieve information by 

cloud computing system has turned it into one of the most reliable information processing and 

storing methods. Cloud computing systems are implemented in a big and secure datacenter 

and when update is provided, they are rapidly updated. This updating trend leads to high 

speed and high performance services at airports. Using cloud computing enables air 

transportation systems and airports to provide new services and technologies, identify their 

customer’s needs and fulfill them. 

Like any other study, the researcher has faced limitations due to the small sample size. If a 

larger sample size (for example the entire employees of airports in eastern Iran or total 

employees of Iranian airports) was available, more accurate results would be likely obtained. 

The results of the present study display the cloud computing acceptance at Birjand 

International Airport, thus, generalizing it to other airports should be carefully made with 

sufficient knowledge. Also, this study was conducted on personnel working in an international 

airport in eastern Iran, therefore it cannot be generalized to the entire community affiliated 

with the Iranian aviation industry. Another limitation of this study is the lack of similar 

research of cloud computing acceptance on airport personnel to compare the results. 

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