This paper assesses the determinants of users’ continuance of Web based information systems (WIS). Multiple theoretical perspectives are synthesized ranges from prior information systems success, marketing and social psychology literature and extended that literature to the development of an integrated model of WIS continuance. In order to examine the effectiveness of each theoretical perspectives, determinants of individual users’ intention to continue using systems are divided in four different contexts, such as, value context, system context, environment and social context by focusing on the perceived value approach behavior borrowed from marketing literature. The integrated model is then experimentally validated using a field survey of Web based food traceability system (WFTS) users’ in the producers’ perspective. The findings of this study provide important implications to government, producers’, consumers, web developers, support staff, researchers and marketing strategy.