Cloud storage has been widely considered among developed and developing countries due to its ability to provide a platform for large data and information storage. Developing countries like the Philippines have started using this storage and have only since considered the free services. With the aim to understand utility for development and continuous patronage, there has been lacking evidence in the intention and actual use of cloud storages. The need for study is evident to promote and develop concrete strategies for cloud storage uptake, even if payment is needed for extra storage. This study analyzed the antecedents of actual use behavior of cloud storage in a developing country like the Philippines using a machine learning ensemble (MLE). With 616 valid responses, a total of 33,264 datasets were processed to analyze the actual use of cloud storage among Filipinos, measured using the integrated extended technology acceptance model and valence framework. With an average accuracy of 93% and 90% for the MLE considered, results have presented consistent output of voluntariness, subjective norm, perceived benefit, perceived usefulness, and perceived ubiquity to be contributing factors affecting actual use behavior. It could be posited that both personal and professional usage of cloud storage has been considered by users. In addition, due to people's readiness to use technology nowadays, the adoption of which is relatively convenient for them. Evident from the findings, further technological infrastructure is needed to be enhanced in the country for a more positive continuous intention. Therefore, the application of the integrated framework may be used and expanded for other technology utilities in different countries. Lastly, practical and managerial insights were built on the results to provide strategies and development needed for marketing, utility, and application.
Keywords: Actual use; Cloud storage; Machine learning; Technology acceptance model; Valence framework.
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