[Objective] This study aims to find the reasons of continuously using social commerce sites. [Methods] We developed a theoretical model for continuance intention to use social commerce sites based on the S-O-R model as well as the technology factors and perceived values. A total of 330 valid samples were collected via an online questionnaire, which were analyzed by PLS-SEM. [Results] We found that interactivity significantly affected perceived hedonic values, personalization significantly impacted perceived utilitarian values, sociability had a significant effect on perceived values, and recommendation significantly influenced perceived utilitarian and hedonic values. Meanwhile, perceived utilitarian and hedonic values significantly affected continuance intention to use social commerce sites. [Limitations] First, this study only focuses on the effects of beneficial values rather than the risks. Second, our data was collected from young users. Third, social commerce sites might lead to different browsing behaviors. [Conclusions] Technological factors and perceived values pose some effect to continuance intention to use social commerce sites. This study provides references and guidelines for related service providers.
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