A continuous sheet transport device transports a continuous sheet along a sheet transport path passing through a transfer position at which a toner image is transferred. The device includes a first transport unit that is provided on an upstream side of the transfer position on the sheet transport path and transports the continuous sheet, a sheet feeding unit that is provided on an upstream side of the first transport unit on the sheet transport path and that feeds the continuous sheet, a leasing end of which is placed on the sheet feeding unit, toward a downstream side on the sheet transport path, and an operation controller that controls the first transport unit to temporarily operate in a reverse transport direction so that the continuous sheet is transported to the upstream side at a timing before the leading end of the continuous sheet reaches the first transport unit.