隨著智慧型手機的普及以及行動網路的發展，人們可以隨時隨地使用網路與世界各個地方連結，根據國際電信聯盟的統計，全世界大約有接近一半的人口使用過行動上網，許多新興的產品和服務也伴隨日漸普及的智慧型手機和行動上網而來，而成長幅度最為巨大的產業當屬手機遊戲，無論是在通勤時間、午休時間都能看到人們在玩手機遊戲，這種手機使用習慣的轉變也給遊戲營運商帶來巨大的商機，而使用者的持續使用意願更是影響手機遊戲營運商收入最重要的因素之一。
本次研究透過沉浸理論、消費者價值來探討使用者的技巧與遊戲的挑戰性如何帶來沉浸經驗，而沉浸經驗又是如何帶來享樂價值與功利價值，進而提高他們的持續使用意願。本研究問卷透過網路張貼於BBS 與Reddit，最終蒐集的樣本數為403 份，分析流程依序為單因子變異數分析、探索性因素分析、驗證性因素分析與結構方程模型。研究的結果顯示使用者的技巧與遊戲的挑戰性與進入沉浸狀態有顯著的正向關係，沉浸狀態會正向影響享樂價值、功利價值，而享樂價值與功利價值會正向影響使用者的持續使用意願。透過中介效果分析發現沉浸狀態也會直接影響使用者的持續使用意願。研究結果顯示如果遊戲能夠讓玩家技巧與遇到的挑戰互相平衡則可讓使用者更快進入沉浸，且這種醉心於遊戲帶來的愉快與完成目標的成就感會提高使用者的持續使用意願。一個能夠留住使用者的遊戲必須要讓技巧與遊戲挑戰性互相平衡，如果使用者技巧太高而挑戰性太低會讓遊戲顯得無趣，相反的，技巧太低而挑戰性太高會讓使用者感到焦慮。本研究的結果可提供給遊戲開發商做為如何提高使用者的持續使用意願之參考。

Universal internet connections and advanced smartphones have made mobile games widely accepted by the public. People enjoy sports mobile game during commuting, lunch breaks, or leisure time, and they provide huge business opportunities for game operators. In particular, continuance usage intention is one of the most influential factors for revenue drivers. The aim of this study is, based on flow theory and consumer value, to understand how users immerse in sports mobile game and continue playing them. The constructs of skill, challenge, and flow are considered as flow experiences, and the constructs of perceived hedonic value and perceived utilitarian value are considered as consumer value. In the theoretical framework, the levels of the constructs are measured, and the causal relationships among flow experiences, consumer value, and sports mobile game continuance usage intention are investigated. Further, the mediating roles of perceived hedonic value and perceived utilitarian value on the linkage of flow to continuance usage intention are examined. Questionnaires are posted to sports mobile game forums on the Bulletin Board System and Reddit from March 2018 to April 2018, and a total of 403 effective responses are collected. A descriptive statistics analysis is conducted to understand the demographics of the respondents, game usage experience, and the characteristics of each variable. The ANOVA results reveal that there are significant differences in characteristics among the three study groups: light users, moderate users, and heavy users. Exploratory factor analysis (EFA) indicates that six factors in this model are extracted with eigenvalues of 1.0 or greater and that the total cumulative variance is 64.059%. In the confirmatory factor analysis (CFA), the criteria for measurement model fit, chi-square/df (2.027), GFI (0.892), AGFI (0.867), CFI (0.931), and RMSEA (0.051) demonstrate good model fit with the data. The structural equation modeling (SEM) analysis reveals that all the paths are found to be significant, with t-values higher than 1.96, indicating that user ability and the difficulty level of NBA 2K18 both have a positive effect on flow; flow is positively related to perceived hedonic value, perceived
utilitarian value, and sports mobile game continuance usage intention, and perceived hedonic value and perceived utilitarian value are positively related to sports mobile
game continuance usage intention. In addition, both perceived hedonic value and perceived utilitarian value are found to partially mediate flow and sports mobile game
continuance usage intention. Finally, practical strategies drawn from the results are provided for mobile game operators when developing new games.

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