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Direct linkLi, Aixia; Islam, A. Y. M. Atiquil; Gu, Xiaoqing – SAGE Open, 2021
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…
Descriptors: Undergraduate Students, Learner Engagement, Electronic Learning, Online Courses
