The Internet changes people’s interactions and the rise of social media also gives people multiple choices for personality interaction as well as become a global trend. This study uses social exchange theory as a conceptual framework to investigate the antecedents and consequences of interactivity and self-disclosure of social network site. In addition, this research explores which factor can increase continuance intention of use. This research consists of 874 samples with experience to use Facebook in a half year. This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The results indicate that benefit variables are the most important antecedents of interactivity and self-disclosure. Besides, the critical factors of continuance intention are machine interaction, interpersonal interaction and self-disclosure depth. Furthermore, this study also indicates that user’s flow experience will moderate the positive effect of the interactivity on the continuance intention. This study also provides conclusions and practical implications to practitioners and scholars of social network sites.