Exploring Cloud-Based Bookstore Continuance from a Deconstructed Task–Technology Fit Perspective

In an effort to help organizations understand consumers, our study deconstructs task–technology fit into two segments: ideal task–technology fit and individual use context–technology fit. Users’ continuous use of cloud-based bookstores is studied through survey methodology to collect consumer experience data related to the use of such cloud-based bookstores. In total, 185 samples were collected. Analytical results demonstrated that both ideal task–technology fit and individual use context–technology fit were significantly associated with the confirmation of users’ expectations as related to cloud-based bookstores. Expectation confirmation and ideal task–technology fit also have a significant link to users’ perceived usefulness and satisfaction, respectively. Furthermore, perceived usefulness significantly predicts satisfaction. Finally, perceived usefulness and satisfaction are also significantly associated with a users’ continuous use of cloud-based bookstores. As a result of this study’s findings, system administrators may foster suitable strategies for an improvement of users’ continuous use of cloud-based bookstores.