SOFTWARE AS A SERVICE (SAAS) ADOPTION AS A DISRUPTIVE TECHNOLOGY: UNDERSTANDING THE CHALLENGES AND THE OBSTACLES OF NON-SAAS ADOPTERS

Software for a service (SaaS) brings unprecedented benefits to business applications such as cost reduction and productivity. This study aims to understand the behavioral intentions of businesses that are not considering using SaaS, are in the process of evaluating the use of SaaS, are evaluating but not adopting, and planning to evaluate and use SaaS. Data were collected by asking 18 questions from 76 businesses not adopting SaaS and analyzed with One-Way Analysis of Variance (ANOVA). Fisher's LSD test was used as a post hoc analysis to observe the differences between the groups. The findings showed that those who do not plan to use SaaS and those who evaluate and plan to use SaaS, and those who are in the process of evaluating the use of SaaS and those who plan to use SaaS, differed significantly in their opinions about the perceived advantages and security concerns. On the other hand, it is seen that the decision makers’ support of all non-SaaS adopters and the attitudes of non-SaaS adopters located in different market regions were similar. The research will contribute to informing SaaS providers to ensure business continuity and to produce customized software and applications suitable for the challenges and barriers faced by business operations.