Behavioral intention to use somethinginitially is different fromcontinuance intention to use something unceasingly(Karahanna et al.,1999). The former focuses onone-time behavior, whereasthe latter centers on repeating behavior.The technology acceptance model (TAM) proposed by Davis et al. (1989) is an example of behavioral intentionthataddresses why people adopt an information system (IS) without having usage experience. The ISCM proposed by Bhattacherjee (2001), however, explainswhy people prefercontinually reusingan IS after initial adoption. In the context ofe-book reading as thefocus ofour research, continuance intention can bedefined asreaders’ intentionsto continue readinge-booksat the post-acceptance stage.