This study examined the factors that affect continued intention to use convention website. Based on the review of related literature, user characteristics, system characteristics and social influence were employed as independent variables of this study. In addition, users` perceived value and perceived playfulness were used as intervening variables. Data were collected from 384 participants of the 6th Web Award Conference 2010 on February 2010. Results of a structural equation model analysis showed that all the three independent variables made significant effects on the users` perceived value, while only user characteristics and social influence made signifiant impacts on the users` perceived playfulness. Results also indicated that the users` perceived value was significantly associated with continued intention to use, while user`s perceived playfulness was not significantly related to continued intention to use. Several practical implications were also discussed.