行動應用程式下載持續增長，其下載量已超過關鍵多數(Critical mass)的數量，帶來了無限商機。各大企業紛紛投入戰場，但隨之而來的問題是，一旦用戶下載成為用戶端，怎樣才能保持行動應用程式的持續使用。此外，在行動商務時代，利用遊戲化行銷，強化使用者與品牌連結及參與的誘因，以激勵使用者持續使用。唯有促使消費者持續使用才能維持企業永續經營，所以，了解影響行動應用程式之持續行為是一個重要議題。本論文由兩個實證研究來探討影響行動應用程式之持續使用。
在第一項研究中，我們以網路外部性與成本效益理論為基礎發展研究模型，探討影響人們持續使用行動應用程式的因素為何。本研究以LINE的使用者為對象，採用結構化方程式模型對研究模型進行驗證。研究總共回收有效問卷為356份。結果發現，相對價值(Relative Value)與轉換成本(Switching Costs)是影響人們持續使用行動應用程式的因素。此外，研究也發現，同儕使用數量(Number of Peers)是造成相對價值(Relative Value)與轉換成本(Switching Costs)最主要的因素，而使用者數量(Number of Users)會影響轉換成本(Switching Costs)。行動應用程式為企業創造了新機會，讓企業與顧客連結。在多元的App市場中，顧客的間歇性使用成為APP可持續發展的瓶頸，了解何種因素影響持續使用手機應用程式成為其發展的關鍵。
因此，在本論文的第二項研究中以遊戲化(Gamification)做為創新策略方法，創造好玩、吸引人的顧客體驗。本研究模型以MDA框架為基礎，實證調查411位NRC App的使用者。結果顯示，自我挑戰成就是影響自我利益、樂趣、社會互動連結的前置因素，而自我利益、社會互動連結會影響樂趣。透過遊戲機制所產生的自我利益、樂趣、社會互動連結等動態行為，又以樂趣最為重要，是影響品牌態度與持續使用的重要因素。
最後，本論文針對這兩項研究結果，提出學術與管理意涵，以協助行動應用程式服務提供業者日後經營策略規劃之參考。

Mobile application downloads continue growing. The number of mobile app downloaded has been in excess of a critical mass bringing massive business opportunities. Today’s major enterprises have entered the battlefield, but the question that comes up is how to maintain the continued use of mobile applications. In addition, in the era of mobile commerce, gamification marketing is used to enhance the motivation and participation of users to connect brands to encourage users to continue to use. The sustainable management of an enterprise can only be maintained by encouraging consumers to use it continuously. Therefore, understanding the continuous behavior that affects mobile applications is an important issue. This article consists of two empirical studies to explore the impact of continued use of mobile applications.
In the first study, this study integrates with both methods of network externalities and cost-benefit as theoretical basis to identify the factors affecting customer’s stickiness to mobile app usage. To analyze the pre-existing factors affecting mobile app usage, we employ network externalities include number of users, number of peers and the cost-benefit include relative value, switching costs in this study. We designed a questionnaire survey distributing to mobile app “LINE” users; with 356 valid questionnaires collected; we conducted data analysis with structural equation modeling (SEM) to confirm cause and effect relationship. The result indicates: 1) both relative value and switching costs significantly affect continued intention to use, 2) from cost-benefit point of view, relative value and switching cost will be affected by Number of Peers and switching cost will be affected by Number of Users. Mobile applications have created new opportunities for enterprises to connect them with customers. The intermittent use of customers has become the bottleneck of APP's sustainable development, and to understand what factors affect the continued use of apps has become the key to its development.
Hence, in the second study, we used Gamification as an innovative strategy method, to create fun, attractive and engaging customer experience. This study model empirically surveyed 411 Nike Run Club (NRC) app users, based on the Mechanics–Dynamics–Aesthetics (MDA) framework. The results show that the self-achievement is a pre-factor that affects self-benefit, fun, and social interaction, while self-benefit and social interaction ties affect fun. The results also show that fun is of primary importance among all others, as it is a factor that affects brand attitude and continued use of mobile apps.
Finally, the implications of these findings for academics and practitioners are proposed. Moreover, directions for future research are suggested herein.

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