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This research explores the impact of approach and avoidance drivers on users’ discontinuance usage intention (DUI) in social commerce (s-commerce). It also examines the mediating role of perceived enjoyment and the moderating role of autotelic personality traits.

Using a purposive sample of 465 s-commerce users in Malaysia, data analysis was conducted using partial least squares structural equation modeling (PLS-SEM).

This study demonstrates that informational support is a key approach driver, enhancing perceived enjoyment and reducing perceived deception and DUI. Although perceived deception does not directly affect perceived enjoyment, it significantly predicts DUI. Additionally, the impact of informational support on DUI is mediated by perceived enjoyment and moderated by autotelic personality.

S-commerce stakeholders, including platform developers, sellers and policymakers, can leverage these findings to foster a sustainable s-commerce environment. Implementing the proposed strategies can enhance perceived enjoyment and reduce DUI among current users.

This research advances s-commerce marketing and IS discontinuance studies by extending the approach-avoidance motivations model (AAMM) into s-commerce and incorporating autotelic personality as a moderating factor provides new insights into user DUI in this evolving field.

By integrating the Uses and Gratifications Theory and Flow Theory, this research seeks to untwine the veiled effects of interactive commerce enhancements (ICEs), specifically haptic imagery and social presence, in promoting user immersion and sustaining social commerce (SC) users' usage intention, considering the moderating role of autotelic personality.

The research utilized purposive sampling of Malaysian SC app users with recent transactions. A dual-source data collection approach, encompassing offline and online channels, was employed to ensure a broad and diverse respondent pool. Partial least squares–structural equation modeling was chosen for its adeptness in analyzing complex relationships in predictive studies.

The findings revealed the significant positive effects of haptic imagery and social presence on user immersion and continuance intention within SC apps. Social presence and immersion were found to mediate the proposed paths. Additionally, autotelic personality traits were identified as moderators, influencing the strength of these relationships.

This research makes a unique contribution by addressing critical gaps in SC environments, extending the concept of ICEs, understanding the impacts of underlying mediators and pioneering the examination of autotelic personality traits' moderating effects. It introduces a fresh perspective on how individual differences impact user engagement. This groundbreaking study benefits social media and interactive marketing literature by comprehensively understanding how ICEs elevate SC, fostering innovation and heightened engagement.