IEEE Technology and Society Magazine - December 2015 - 77

European countries. Most respondents had obtained
a bachelor degree (N = 70, 44.0%) or better (N = 24,
15.1%). These demographics are in line with previously
reported demographics of Mechanical Turk samples
(e.g., [9]-[11].

Procedure
In this CBC we used 1 attribute with 2 levels and 3 attributes with 3 levels (2133). The attributes and levels are
displayed in Table 1. The first attribute is transparency,
i.e., the level of insight that is provided in the processes
and decisions. These processes and decisions are with
respect to data breaches and access to information, in
order to make informed decisions on when, or when
not, to use generic Software as a Service (SaaS) with
respect to an individual's sensitive information. We distinguished a low, medium, and high level of information sensitivity.
The second attribute is the cost of the cloud service
per year. We distinguished the levels 0, 30, and 60 euros
per year. The levels for cost per year were formulated as
such to allow linear analysis of the willingness to pay.

Cloud users lack resources and
knowledge to assert their rights to
information on how their data is
handled in the cloud.

The third attribute concerned the reliability of
the information provided, i.e., which, if any, party is
responsible for the reliability of the transparency information provided. We distinguished the levels Cloud
Provider, Cloud Providers' Association, and Independent Authority.
The fourth attribute concerned the distribution of
information, i.e., who would have access to the information provided by cloud services. We distinguished the
levels customer only and publicly. See Table 1 for a
more detailed description of each level.

Table 1. attributes and their levels Used in the Design, and the explanation for each level
Provided to Respondents at the beginning of the Survey
Attribute

Levels

Explanation

Transparency on your
data in the Cloud

(1) low

Insight in the Terms of Service. privacy policy and certification of the
cloud provider.
Insight as in low transparency AND aggregated information on system
performance (e.g. system downtime) and data access by the cloud
provider.
Insight as in low and medium transparency AND detailed information
on system performance, data location, and data access by cloud
provider and related parties.

(2) Medium

(3) High

Costs for the additional
service per year

(1) €0,(2) €30,(3) €60,-

Information reliability is
provided by

Audience

(1) Cloud provider (CP)

Your cloud provider gives information on your data in the Cloud without
assurance via independent supervision.

(2) Cloud providers'
association (CPa)
(3) Independent authority (Ia)

The Cloud providers' association assures the provision of adequate
and correct information on your data in the Cloud.
an independent authority assures the provision of adequate and
correct information on your data in the Cloud.
Only you will receive customized information on your data in the Cloud

(1) Only you
(2) Publicly available

December 2015

∕

You will receive customized information on your data in the Cloud and
high-level information will be publicly available.

IEEE Technology and Society Magazine

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