雲端書城經營的成功有賴於閱讀者的長期使用，唯閱讀者在不同數位平台間的移轉容易，因此分析閱讀者在雲端書城的長期使用性有助於雲端書城經營者了解並形塑合適的服務模式以維繫閱讀者。因此本計畫從任務-科技適配觀點為切入點，結合期待確認模式來探討閱讀者雲端書城之持續使用性，研究結果發現閱讀者對雲端書城的期待是否確認主要是由閱讀者的任務特性及科技特性所誘發，其與閱讀者的個人特性較無顯關連，此一結果說明相較於閱讀者個人的特性而言，其任務需求與所使用的科技特性較能促動閱讀者的期待；同時，“個人使用情境-科技適配度＂主要取決於閱讀者個人的特性及其期待是否得到確認； “理想的任務-科技適配度＂並未明顯受到個人期待是否得到確認所影響，但對雲端書城的後續使用性的促動而言，其與閱讀者的個人期待性扮演同樣重要角色，兩者皆同時影響閱讀者對雲端書城的有用性認知及使用滿意度，並進而影響其是否持續使用雲端書城。 The success of cloud bookstore is dependent on the readers＇ continued use. However, the readers can change their use among different cloud bookstore easily. It is important to analyze the readers＇ attributions of cloud bookstore continuance to shape good services for holding the consumers. This study integrates the Task-technology Fit Theory and Expectation Confirmation Model to explore the change of cloud bookstore continuance. We found the readers＇ expectation about cloud bookstores are determined by the task and technology characteristics more than readers＇ individual characteristics. Meanwhile, “individual use context-technology fit＂ is determined by readers＇ individual characteristics and their confirmation of expectation. However,“ideal task-technology fit＂ is not significant to be influenced by the readers＇ confirmation. For readers＇ change of cloud book stores, the “ideal task-technology fit＂ is as important as the readers＇ confirmation. Both of them can influence the cloud bookstore continuance via the perceived usefullness and readers＇ satisfaction.
