This research involves developing a model that investigates the impact of perceived values on continuance intention to use Facebook. It also examines the impact of Facebook continuance intention on addiction and the mediating role of security concerns on the relationship between them. A structural equation modeling technique was used to analyse data obtained based on a convenience sample from 296 Facebook users in Jordan. Results showed an acceptable fit of the model. The influence of perceived values on continuance intention was confirmed based on findings. However, no similar significant effect was found for trust. A significant effect of continuance intention on Facebook addiction was found but not for security concerns. The contrasting findings represent a challenge and a possible opportunity for future research and practitioners. The research discusses different theoretical and professional contributions and outlines the implications arising from the research model.

This study aims to investigate the impact of integrating essential factors on Internet usage continuance intention in students’ context. The proposed model examines the influence of perceived enjoyment, perceived image, satisfaction, information value, and emotional value on Internet continuance intention. Additionally, it investigates the role of Internet addiction, satisfaction, and continuance intention on academic performance among university students. A survey questionnaire method was adopted to collect data from university students in Jordan. Data was collected from 450 voluntary participants, and the analysis was conducted using SPSS and AMOS. The analysis results show that perceived enjoyment, perceived image, information value, and emotional value have a significant positive influence on continuance intention of Internet use. Besides, the results show that continuance intention has a positive impact on satisfaction and Internet addiction. While continuance intention has a significant positive impact on students’ academic performance, and Internet addiction has a significant negative impact on students’ academic performance, the impact of satisfaction on academic performance was not supported. This study is the first to examine integrating of perceived enjoyment, perceived image, information value, and emotional value on Internet continuance usage. Furthermore, this study is also distinguished from other studies by investigating the negative impact of Internet addiction on students’ academic performance gap.

This study aims to explore the impact of satisfaction and trust on stickiness to Facebook. Also, it proposed that hedonic value, emotional value, and social value act as critical antecedents to Facebook stickiness. A quantitative methodology is used to examine the research questions. The research model was tested with data from 511 university students and five academic professors using an online survey. The proposed hypotheses were tested using regression analysis. Furthermore, Data were collected from targeted participants with Facebook experience, among the 511 participants, 353 were females (69.1%), and 158 were males (30.9%). The SEM analysis showed that satisfaction positively and significantly did affect stickiness, where trust did not. Also, results showed while hedonic value affected satisfaction, it did not impact trust. Hence, the results confirmed that hedonic value served as important value concerns for Facebook users. Nevertheless, the study found that both emotional value and social value impacted satisfaction and trust. The current research has enriched the existing study in the fields of customers’ satisfaction and trust on stickiness to Facebook. Moreover, this research is one of the earliest studies that proved that customer value creation serves as an important driving factor for customer satisfaction to generate stickiness to SNS. This study’s results help policymakers and designers of SNS to understand what value factors affect users’ stickiness to Facebook. Their marketing plans and decisions can be accordingly adjusted. This study suggests that marketers need to pay full attention to social value by adding more interactive features such as comments, likes, and shares in order to build social image and increase one’s social influence.