近年來,許多不同產業者紛紛跨足至雲端服務產業,搶攻雲端服務商機,並且推出以一般使用者為主要目標客群之雲端服務。雲端服務的應用也越來越廣泛,不管是工作活動或是日常生活中,都會接觸或使用到雲端服務。由於大部份之個人雲端服務均提供免費的使用額度,而且使用者取得相關資訊的管道越來越多,使得雲端服務是具有低的轉換成本及高的選擇性,因此使用者的持續使用將會是雲端服務成功的關鍵。然而,過去許多雲端服務的相關文獻中,大部份著重於概念、技術運用及安全風險等研究,較缺乏對於探討使用者持續使用的相關議題,因此本研究希望找出影響使用者持續使用雲端服務意圖的因素。 本研究以期望確認理論為基礎,透過彙整過去相關研究文獻後,建構出影響使用者持續使用雲端服務的研究模式。模式中包含使用者本身之態度及雲端服務所提供之特性來進行探討。實證部份,本研究則以網路問卷方式進行調查,共回收338份有效問卷。 資料分析的結果顯示,影響使用者滿意度之因素包含知覺有用性、確認及感知風險。影響使用者持續使用意圖之因素包含知覺有用性及滿意度;而感知風險及創新接受程度並不會影響使用者持續使用的意圖。另外,在結果中也發現,創新接受程度並不會影響他們對於雲端服務的知覺有用性認知及持續使用之意圖。而品牌認知會影響到他們對於雲端服務的信任,但卻不會影響使用者對於雲端服務的有用性認知。最後,本研究分別就學術研究、雲端服務供應商、預期進入者、雲端服務使用者及政府機構等出可供參考之建議。
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.