People spent around 90% of smartphone usage time on mobile applications (apps). In response to these opportunities, companies have developed branded apps to interact with consumers and facilitate loyalty. However, companies have hard time retaining consumers to their own brand due to the fierce competition in the app market. As such, it is imperative to unveil factors driving continuance intention of branded apps. This is one of a key research themes in a recent literature review of marketing research on mobile apps. Most of prior studies have adopted the utilitarian perspective where perceived usefulness and ease of use are identified as the key drivers. However, the fit perspective has received limited attention. It has gained increasing importance as recent studies have emphasized the role of person-app fit and person-brand fit in driving consumers’ purchase decision performance and as consumers’ lives are highly embedded into branded apps. This study aims to investigate continuance intention of branded apps from the fit perspective. This research selected the target branded apps in Taiwan based on prior studies. A market research firm was contracted to collect data randomly on various social media sites, and its membership database by using online questionnaires. 198 usable questionnaires were obtained. Partial least squares structural equation modeling was used to analyze the data.

• Timmy H. Tseng(Fu Jen Catholic University, Taiwan)
• Wun-Xuan Wu(National Taiwan University of Science and Technology, Taiwan)
• Ling-Wei Chang(Fu Jen Catholic University, Taiwan)