||Since Facebook was founded in 2004, more and more users join this social networking site（SNS）and use it to convey information and communicate with friends and family members. However, the research report published by Pew Research Center in 2012, indicated that 46.8% Facebook users considered leaving Facebook. Although a number of previous studies have examined factors that affect continuing use of websites, fewer of them have focused on reasons that users discontinue using Facebook.|
In this study, we developed a research framework based on the expectation confirmation theory, to include advertising-related factors (informativeness, entertainment and irritation), personal factors（privacy concerns, social pressure, productivity, and website quality factors (system quality and information quality) to explain why user intent to discontinue using Facebook.
An online survey was included. Questionnaires were distributed on Facebook and BBS and 421 valid responses were received. SPSS and SmartPLS were used to analyze the collected data. Our findings indicate as follows: (1) Social network advertising is positively related to the perceived usefulness of Facebook, (2) Social pressure and productivity are positive associated with the perceived usefulness of Facebook, (3) Website quality was found to have positive impacts on the perceived usefulness of Facebook, (4) Combining satisfaction and dissatisfaction measurements can better explain the discontinuous intention of Facebook.