A Study On The Factors Affecting The Sustained Use Of Enterprise APP Users

App is the abbreviation of Application, enterprise App is combined with the advantages of communication and Internet, and the powerful information resources of cloud computing, with the aid of the relay terminal services, conceiving potentially huge business opportunities with the aid of the terminal services. In burgeoning high-tech era, the popularity of intelligent terminal not only promoted the development of the mobile Internet, also brought the explosion of mobile APP. According to IDC predicts that, in 2011, 38.2 billion download times worldwide, APP download times will rise to 182.7billion by 2015. Among vast amounts of APP applications, enterprises APP, as a new marketing tool gradually emerges in front of us, the ideas of enterprise self-built APP store concept is also constantly being filed. With the rich experience of portability, touch screen and high definition, mobile devices,represented by the iphone and android, are changing the business operation of the enterprises. This kind of phenomenon makes the products, defined as the consumer devices originally, also gradually applied in the business field, causing the enterprise application vendors to transferred research to the mobile application development platform. In the United States, there are more than 1.1 million Smartphone applications, more than half of corporations all have their own mobile applications.Consumers begin to expect that each enterprise can provide their own App. Besides more than 90% of the world TOP 500 have own brand of App, traditional enterprises use App to interact with 900 million users, this will be a huge market in the mobile Internet industry.As a new tool of mobile marketing, enterprise App studies by many scholars in recent years.Bellman(2012) studied the enterprise App influence on brand communication effects and purchase behavior, Kim(2013) studied the effects of enterprise App’s usability and interactive on mobile marketing, South Korean scholars Hee- Woong Kim et al.(2011), exploratory study the decisive factor of a smart phone App to purchase. They could be divided into product model, entertainment model,informational model and network model, through the survey of interviewing APP buyers, the users’ purchase decision factors, according to the survey, is arranged from high to low in turn as follows:word of mouth, usefulness, user rating, cost, performance of trial, entertaining, ease of use. The author found that, by analyzing research results so far in the various study of App, scholars pay too little attention for enterprise App, the new mobile marketing tool, in the small amount of existing literature,there is also no study about users continued of behavior after downloading and installing the enterprise App. The author thus decides to take enterprises App as the research object, study the influencing factors of users continued using behavior about enterprise App.