Internet is the cheapest pipeline to interact with customers but companies can get the maximum benefit from Internet. Recently, Facebook has become one of the world's largest social network sites. Companies can quickly diffuse messages through the Facebook fans page, and thus enjoys a lot of benefits. People may join a fans page through s reason, but leave the fans page for different reasons. This study aims to discuss why fans will leave the fans page. This study integrates expectancy disconfirmation theory, flow theory, and regret theory to develop a research model to understand the above issue. We propose that flow may reduce fans’ dissatisfaction and regret toward fans page usage and that social capital may reduce the impacts of dissatisfaction on discontinue usage intention. This study aims to understand the antecedents of discontinue to use a fan pages. Our model may provide a helpful framework for companies to develop useful strategies when they build up their fans’ pages. In this way, companies may effectively interact with their customers and fans through fans’ pages.