According to the stimulus–organism–response (S–O–R) paradigm, this study aims to understand how interactivity affects SNS users’ loyalty through user experience of presence and flow. Data collected from 242 respondents was analyzed with structural equation modeling (SEM). The results show that machine interactivity affects telepresence and flow, person interactivity affects social presence and flow, social presence affects flow and flow further affects SNS users’ loyalty. In addition, telepresence has a significant effect on social presence.
Dai, Bao and Liu, Yezheng, "The Effect of Interactivity on SNS Users' Loyalty: Flow and Presence as Mediators" (2014). ICEB 2014 Proceedings (Taipei, Taiwan). 17.