| Summary: | 碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 103 === It is believed that cloud computing applications will be becoming popular in the next decade. More and more businesses have already provided or are preparing to provide the individual's cloud services. Because switching cost is rather low and number of providers is wealthy for users using cloud services, continuous use is a key issue in the success of cloud services. This study aims to investigate influencing factors of individual's continuous use of cloud services.
The objective of this study is to explore the significant factors affecting the continuous use of cloud services for individual users. Our research model expands the Bhattacherjee’s IS continuance model by adding some antecedents to IS continuous use intention, postulating indirect links between satisfaction and continuous use intention. A survey was conducted to empirically test the model and 338 effective responses were collected.
The analytical results indicated that the factors significantly influencing user's satisfaction including perceived usefulness, confirmation, and perceived risk. User satisfaction and perceived usefulness also significantly affects user’s continuous use intention. Furthermore, innovation doesn’t affect the perceived usefulness and continuous use intention. The brand loyalty affects trust, but doesn’t affect perceived usefulness. Finally, implications for academics and practitioners are also provided.
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