Our overall theoretical model is illustrated in Figure 1. We first clarify the grounding of our theory within an individual beliefs-based perspective. We then describe the components of the model beginning with service quality and satisfaction; important concepts germane to the B2C service environment. We follow with an explication of SSF and its expected effects vis-à-vis service quality. The theory is further developed to explain the effects of service quality and SSF on satisfaction and usefulness. Ultimately, we propose SSF as an important and additional contributor to continued website usage beyond that predicted by service quality alone.