Factors Engaging College Students in Online Learning: An Investigation of Learning Stickiness

This study extended the Expectancy Confirmation model (ECM) to examine the factors that influence online learning stickiness. The structural equation modeling was used to reveal the relationships among the factors through a survey of 395 online consumers. The findings indicate that learning stickine...

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Bibliographic Details
Published in:SAGE open 2021-11, Vol.11 (4)
Main Authors: Li, Aixia, Islam, A. Y. M. Atiquil, Gu, Xiaoqing
Format: Article
Language:English
Subjects:
Correlation
Curricula
Distance learning
Electronic Learning
Expectation
Foreign Countries
Habit Formation
Intention
Interaction
Learner Engagement
Online Courses
Persistence
Public Colleges
Structural equation modeling
Student Satisfaction
Undergraduate Students
Value Judgment
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Summary:This study extended the Expectancy Confirmation model (ECM) to examine the factors that influence online learning stickiness. The structural equation modeling was used to reveal the relationships among the factors through a survey of 395 online consumers. The findings indicate that learning stickiness was significantly impacted by switching cost and satisfaction. Learners’ perceived usefulness, perceived interactivity, and expectation confirmation have a significant effect on their satisfaction. Furthermore, learners’ perceived usefulness was significantly influenced by their perceived interactivity and expectation confirmation. The results of this research also provide sustainable development directions for online platforms, such as the quality of curriculum design and the level of interaction between curriculum platforms.
ISSN:2158-2440
2158-2440
DOI:10.1177/21582440211059181