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Previous research has primarily examined consumers- perceived usefulness of web sites and trust in the web retailer as two major predictors of web site use and e-commerce adoption. While the consumers- repeated behavior in the past (i.e., habit) may contribute to continuance behavior. This research includes habit as a primary construct along with perceived usefulness and trust to predict and explain consumers- continued behavior of using a B2C web site. Additionally, included are several web quality measures as antecedents to trust and perceived usefulness. The research model is evaluated using structural equation modeling. Results show that consumers- behavior intentions to continue using a B2C web site are determined by all three key drivers: perceived usefulness, trust, and habit. Furthermore, not all dimensions of web quality have a significant effect on perceived usefulness and trust.