Purpose The purpose of this paper is to improve the understanding of cloud service users’ privacy concerns, which are anticipated to considerably hinder cloud service market growth. The researchers have explored privacy concerns from dimensions that were identified as relevant in the cloud context. Design/methodology/approach Content analysis was used to identify privacy problems that were most often raised in previous cloud research. Multidimensional developmental theory (MDT) was used to build a conceptual model of cloud privacy concerns. Literature review was made to identify the privacy-related constructs used to measure privacy concerns in previous cloud research. Findings The paper provides systematization of recent cloud privacy research, proposal of a conceptual model of cloud privacy concerns, identification of measuring instruments that were used to measure privacy concerns in previous cloud research and identification of categories of problems that need to be addressed in future cloud research. Originality/value This paper has identified the categories of privacy problems and dimensions that have not yet been measured in the cloud context, to the best of the authors’ knowledge. Their simultaneous examination could clarify the effects of different dimensions on the privacy concerns of cloud users. The conceptual model of cloud privacy concerns will allow cloud service providers to focus on key cloud problems affecting users’ privacy concerns and use the most appropriate privacy protection communication and preservation approaches.

ICT-driven innovations affect all sectors of economy and society where trends like adaptability, remote workforce, augmented reality/virtual reality, internet of things, smart machines and artificial intelligence run the core of digital transformation of every aspect of a business. This article introduces the measurement instrument that was created and validated with intention of questioning certain aspects of digital economy from the user point of view. The validation of the proposed measurement instrument was conducted by applying factor analysis (Principal component analysis - PCA) which revealed critical factors affecting certain aspects of digital economy: e-commerce, e-banking, e-work (telework) and e-employment. Measurement instruments were tested on 197 respondents from two Croatian counties. To maximise the benefits that can be derived from digital transformation it is essential to overcome all barriers and force employment of opened opportunities. Business alignment with IT remains a challenge; therefore, presented results are valuable input in the discussed domain.

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