Inter- activity

Actual continuance

Inter- activity Attitude

Behav-ioural

intention Actual

continuance

E-learner experiences E-learner responses E-learner input

E-learner experiences E-learner responses E-learner input

Copres-ence

Spatial presence

Flow Attitude Behav-ioural

intention Inter-

activity Imagery

H3 H2a

H1 H6

H5b

H7

H5a

H9

H4

H2b

H8 Actual continuance

Imagery

E-learner experiences

Copres-ence

Spatial presence

E-learner experiences

Flow

E-learner experiences

Data collection

•  Online survey & Registrar’s office

•  2,530 UOC’s students who have completed a term

Measurement

•  Validated scales

•  Registrar variable

Copresence

Spatial presen

ce Flow Attitude

Behavioural

intention Inter-

activity Imagery

Actual continua

nce

Results

•  Measurement model ✔

Results

•  Structural model ✔

Findings

•  Interactivity is desirable

•  Imagery, (spatial & co-)presence and flow unleash +attitude and continuance

•  Imagery facilitates (spatial & co-)presence and flow

•  (co-)Presence is a direct source of value

Attitude

Behavioural

intention

Actual continuance

Copresence

Attitude

Behavioural

intention

Actual continuance

Copresence

Spatial presen

ce

Flow Imagery

Attitude

Behavioural

intention

Actual continuance

Inter- activity