Exploring Facebook Users' Continuous Visiting Behaviors: Conceptual Incorporation of Facebook User Perceptions toward Companies' Facebook Fan Page Usage

This study proposes a conceptual model that identifies motivating determinants of Facebook user's continuous visiting behaviors to company's fan pages. We formulate a research model on the impact of individuals' uncertainty reduction strategies, reduced uncertainty, perceived usefulness, on continued visiting behavior to Facebook fan pages. The conceptual model hypothesizes that that uncertainty reduction strategies are positively associated with reduced uncertainty, which in turn influence perceived usefulness of fan pages and continued visiting behavior. This study also hypothesizes that satisfaction with and loyalty toward Facebook positively moderates the positive impacts of perceived usefulness and reduced uncertainty on users' continued visiting behavior. Lastly, its potential contributions are discussed.