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Cloud computing is a new information technology (IT) paradigm that promises to revolutionize traditional IT delivery through reduced costs, greater elasticity, and ubiquitous access. On the surface, adopting cloud computing requires a firm to address many of the same concerns they face in adopting any enterprise IT. However, cloud technologies also offer new pricing and deployment strategies that are unavailable in traditional enterprise solutions. It is unclear how previous research frameworks of enterprise IT adoption relate to these new adoption strategies. To bridge this gap in the literature, our study uses the technology–organization–environment (TOE) framework of innovation diffusion theory to develop a cloud service adoption model that deals with not only adoption intention, but also pricing mechanisms and deployment models. Our research model has been empirically tested using 200 Taiwanese firms …