Determinants of continued use of social media: the perspectives of uses and gratifications theory and perceived interactivity

Introduction. By integrating the perspectives of uses and gratifications theory and perceived interactivity, this study proposes a theoretical model to test what may affect users' decision to use social media continuously. Our model argues that motivations (entertainment, socialisation, information seeking and self-presentation) will impact perceived interactivity (human-human interaction, human-message interaction and human-community interaction), which in turn affects satisfaction and continued use. Method. Data collected from 296 Facebook users in Taiwan were used to test our proposed model. The partial least squares method was employed to assess the relationships in the model. Results. The results show that entertainment, socialisation and self-presentation impact human-human interaction significantly, while entertainment and information-seeking have positive influences on human-message interaction. Entertainment, socialisation, information seeking and self-presentation influence human-community interaction positively. Moreover, the three types of perceived interactivity exert positive effects on satisfaction, while satisfaction, human-human interaction and human-community interaction are the determinants of continued use of social media. Conclusion. This is one of the first studies to examine the link between motivations and perceived interactivity. This study is also the first to propose a new construct, human-community interaction, to test its effect its effect on satisfaction and continued use.