Even though digital technologies such as cloud technologies are prevalent in transforming businesses, the role of employees and their digital skills in the process is, to a large extent, neglected. This article brings forward the novel concept of digital literacy to explore the role of employees in understanding the wide variety of opportunities of digital technologies and their actualization. By treating digital literacy as the antecedent of cognitive behavior of employees in utilizing cloud technology at companies, we apply the Theory of Planned Behavior (TPB) for analyzing preliminary empirical data collected from 124 Australian employees’ technology use intentionality and behavior. The quantitative analysis shows that the TPB holds for the utilization of cloud technology and there is a positive relationship between employees' digital literacy and the utilization of cloud technology at companies. Overall, the study contributes to the technology management literature by offering a workable construct to measure the digital skills of employees in the form of digital literacy. Further, it expands the TPB framework by introducing digital literacy as a perceived behavior control variable that helps to examine the role of employees in digital transformation. The paper ends with implications and limitations of our preliminary study, followed with suggestions for future studies.

Purpose: The purpose of this paper is to develop a process model for the role transformation of vulnerable consumers through support services.Design/methodology/approach: The study is based on four years of participant observation at a community-based support service and in-depth interviews with the consumers. Visual ethnography was used to document the process of the consumers' role transformation through service exchanges.Findings: The main outcome of this study is a consumer transformation model, describing consumers' role transformation processes, from recipients to generic actors. The model demonstrates that vulnerable consumers will transform from recipients to quasi-actors before becoming generic actors.Social implications: Vulnerable consumers' participation in value cocreation can be promoted by providing social support according to their dynamic roles. By enabling consumers to participate in value cocreation, social support provision can become sustainable and inclusive, especially in rural areas affected by aging and depopulation. Transforming recipients into generic actors should be a critical aim of service provision in the global challenge of aging societies.Originality/value: Beyond identifying service factors, the research findings describe the mechanism of consumers' role transformation process as a service mechanics study. Furthermore, this study contributes to transformative service research by applying social exchange theory and broadening service-dominant logic by describing the process of consumer growth for individual and community well-being.