E-learning continuance: the impact of interactivity and the mediating role of imagery, presence and...
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Transcript of E-learning continuance: the impact of interactivity and the mediating role of imagery, presence and...
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
