Title: Factors affecting users' continuance intention to use social network sites: a sample of Vietnamese Facebookers

Authors: Nam Tien Duong

Addresses: Department of Science, Technology and International Projects, Ho Chi Minh City University of Economics and Finance (UEF), 141-145 Dien Bien Phu, Ward 15, Binh Thanh District, Ho Chi Minh City, Vietnam

Abstract: This study adopts social exchange theory as the research framework to investigate the factors influencing users' interactivity and self-disclosure on social media platforms, and explores which factors can successfully increase users' intention to continue using the platform. A total of 874 valid samples were collected, and the results confirmed that: 1) benefit factors are the main antecedents affecting user interactivity and self-disclosure; 2) the determinative factors that affect users' intention to continue using the platform are users' perception of human-computer interaction, interpersonal interaction, and self-disclosure depth; 3) users' immersion experience moderates the positive impact of interaction on intention to continue using. This study provides academic and practical management implications and recommendations for future researchers.

Keywords: interaction; Facebook; immersion; interaction; self-disclosure.

DOI: 10.1504/IJMLO.2025.142913

International Journal of Mobile Learning and Organisation, 2025 Vol.19 No.1, pp.87 - 112

Received: 10 Mar 2023
Accepted: 22 Mar 2023
Published online: 02 Dec 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article