Resumen
Social media addiction has undergone a remarkable transformation among regular users, but limited research has been conducted on exploring the antecedents of addiction. The purpose of this study is to investigate the relationship between continuance intention and addiction. Moreover, it investigates the moderating role of satisfaction and trust on the relationship between continuance intention and addiction. The developed conceptual model suggests that continuance intention is the antecedent of addiction, while satisfaction and trust act as moderators between continuance intention and addiction. The antecedents of continuance intention are emotional, informational, social, and hedonic values. A survey was conducted to collect data from 572 voluntary participants, and the analysis was performed using SPSS and AMOS. The statistical result showed the effects of emotional, informational, and hedonic values on Facebook use continuance intention, but the effect of social value was not supported. Results also confirmed a significant effect of continuance intention on Facebook addiction. Additionally, it confirmed the moderating role of satisfaction on the impact of continuance intention on Facebook addiction, but the moderating role of trust was not supported. The results of this study provide insight for Facebook users, managers, and policymakers regarding treatment and intervention for Facebook addiction. It discusses several theoretical and practical implications. In this research, we proposed a new model based on extending the associations between perceived value and continuance behaviours theory.