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In the vibrant world of social commerce (SC), where information flows freely, interactions thrive and online purchases abound, there is an escalating challenge. Users are uninstalling and disengaging due to approach and avoidance stimuli, a trend mirroring the approach-avoidance motivation model (AAMM). Our study, anchored in AAMM and the stimulus-organism-response (SOR) model, aims to dive into the complex dynamics of these factors that shape users' SC continuance intentions.

Our findings, drawn from 472 SC users in Malaysia, paint an intriguing research framework via PLS-SEM analysis by testing the proposed hypotheses. A purposive sampling technique was utilized, deliberately selecting respondents based on specific criteria. Subsequently, data were gathered through the distribution of face-to-face questionnaires at selected shopping malls, facilitating a focused and comprehensive exploration of consumer perspectives.

The empirical results demonstrate the following: (1) Users' determination to stay engaged on SC platforms hinges on approach factors, like emotional support, surveillance gratification and multisensory gratification. (2) Simultaneously, avoidance factors such as technostress and perceived deception exert their negative influence. (3) Flow experience, rooted in flow theory, emerges as the underlying mechanism connecting these duality stimuli, influencing the continuance intention.

In a departure from conventional research, our study pioneers a comprehensive approach and boldly confronts the research gap by introducing a rich tapestry of antecedents, embracing both the appeal of approach factors and the deterrence of avoidance ones, using the AAMM that sheds light on how individuals navigate between embracing opportunities and avoiding pitfalls based on perceived gains and losses. This holistic approach enables us to redefine our understanding of digital engagement dynamics, offering a captivating journey into the realm of user experience and intention that transcends the ordinary.