The recent proliferation of various smart devices like the smartphone, tablet PC, and smart TV enables consumers to download various applications from the network and to access private files stored in their desktop server at any time and place. The trend of ubiquitous access seems to have become stronger and more diversified toward a ubiquitous network computing environment with the aggressive deployment of commercial cloud services. Recently, many Korean network service providers launched commercial B2C public cloud services, which were widely adopted by smart device users. They include Daum cloud, N drive, ucloud, and uplus box, mostly provided by major Korean telecom companies and portals. This paper aims to explore consumers' adoption behaviors toward the B2C public cloud services that were recently deployed in the Korean market. In order to achieve the goal, we identified key influencing factors that affect the consumers' adoption behaviors, based on an extension of the technology acceptance model (TAM). Several hundred smart device users were surveyed to test the generic regression model with the extended set of TAM variables. The empirical test revealed that perceived usefulness, perceived ease of use, and perceived security concerns could partially explain the adoption attitude toward cloud services, leading to the intent to adopt cloud services. Finally, the observed adoption behaviors were interpreted according to the Diffusion of Innovations Theory by relating them with sociality variables such as peer pressure and social status.
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