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.