Descriptive Study On Cloud Note User’s Migration: Based On Extended Expectation Confirmation Theory

Abstract

Cloud Note is the future of Personal knowledge management, and only the continuous use of users can truly realize its value. However, existing research has given too much attention to the new technologies of Cloud Note, and empirical research on existing users is almost blank. Based on the Expectation conformation model of  IS continuance(ECM-ISC) ，this study explores the influencing factors of individual users' continuance intention on Cloud Note. In particular, this study expanded ECM-ISC and increased brand intimacy to explore the impact of continuance intention on brand intimacy. This study collected effective opinions from 400 individual users of Cloud Note through a survey questionnaire and conducted data analysis using SPSS 24.0 and AMOS20.0. In this study, individual users' expectation confirmation, satisfaction, and perceived usefulness of the Cloud Note system were tested as antecedents of continuance intention, and the relationship between continuance intention and brand intimacy was analyzed. The research results show that the expectation confirmation of individual users of Cloud Note has a positive impact on perceived usefulness and satisfaction. Perceived usefulness and satisfaction have a significant positive impact on continuance intention, and continuance intention also significantly affects brand intimacy. At the same time, perceived usefulness and satisfaction partially mediate the relationship between expectation confirmation and continuance intention. Overall, the results of this study strongly support the research model, which explains 69.476% of continuance intention, with all hypotheses being significant.