이러닝 서비스의 콘텐츠 품질, 가상실재감 및 지속사용의도 간의 구조적 관계에서 몰입의 매개효과 검증

초록

Purpose: The purpose of the current study is to investigate the determinants of the continuous intention to use e-learning services. We have also examined the mediating role of flow in the structural relationship. Composition/Logic: This research aims to investigate the structural relationship between content quality, telepresence, flow, and the continuous intention to use e-learning services. This research model was designed based on the theoretical background of the uses and gratification theory and flow theory. Findings: It was found that both content quality and telepresence showed significantly positive effects on users’ continuous intention to use e-learning services. In addition, both content quality and flow showed significantly positive effects on users’ continuous intention to use e-learning services. However, telepresence did not have a significantly direct impact on the continuous intention to use e-learning services. Further, it was also found that flow was significantly effective in mediating the relationships between content quality, telepresence, and continuous intention to use e-learning services. Originality/Value: The present work examined the predicting variables of the continuous intention to use e-learning services in a cyber-university environment. The study results make a theoretical contribution to the specialized literature on e-learners’ motivation and satisfaction levels and offer interesting practical implications for providers of professional education services.

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