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

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.