Abstract
Recently, social network sites had become the main way for people to develop interpersonal network. The functional interactivity which social network sites provide not only connected human interactivity, but also cultivated websites for new business model. Facebook fan page, as mentioned above, was a successful example. Therefore, understanding what factors influence people to continue using Facebook fan page was an important issue. This study used perceived value as theoretical basis, content interactivity and human interactivity as antecedents to construct our research model. We used questionnaire survey to collect 329 valid questionnaires and adopted regression analysis to test our research model. The results showed that interactivity and perceived value played important roles in continuance intention.
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