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The current study was to test how the modified Unified Theory of Acceptance and Use of Technology (UTAUT) can apply to continuance intention of mobile sports apps. As a result of survey procedures and after eliminating incomplete questionnaires, a total of 267 responses (N=267) of college students who encompasses the greatest proportion of mobile technology devices users were garnered for main analysis. The results of proposed model testing indicate that social utility (i.e., information of sports), entertainment (i.e., escape from routine), and effort expectancy (i.e., easiness to use) are important factors influencing continuance intention of mobile sports apps. This proposed test of the modified UTAUTmay contribute to develop theoretical and conceptual model in sports related technology users’ motivation and satisfaction literatures. Further theoretical and managerial implications are also discussed.

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