Por motivos de mantenimiento se ha deshabilitado el inicio de sesión temporalmente. Rogamos disculpen las molestias.
Article
The impact of flow, satisfaction and reputation on loyalty to MOOCs: the moderating role of extrinsic motivation
Author/s | Arquero Montaño, José Luis
Romero Frías, Esteban Barrio García, Salvador del |
Publication Date | 2022 |
Deposit Date | 2024-02-08 |
Published in |
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Abstract | Loyalty – users’ commitment to an institution or resource, involving its repeated use and recommending its use to others – and its explaining factors are of paramount importance in a Massive Open Online Course (MOOC), where ... Loyalty – users’ commitment to an institution or resource, involving its repeated use and recommending its use to others – and its explaining factors are of paramount importance in a Massive Open Online Course (MOOC), where participation is open and many actors with differing interests coexist. The present article tests a loyalty formation model by using satisfaction, flow state and reputation as explanatory factors. It also examines the role of extrinsic motivation (EM) as a potential moderator of inter-variable relationships. Data were gathered from questionnaires dis-tributed to users of a MOOC offered by the University of Granada (Spain). Results indicate that EM plays an important moderating role in loyalty formation. Satisfaction, enjoyment and reputation are less important when EM is higher, whilst control appears to be more relevant to exter-nally driven users. Practical implications include the recommendation to personalise users’ learning experience with different types of motivation in order to increase loyalty. |
Citation | Arquero Montaño, J.L., Romero Frías, E. y Barrio García, S.d. (2022). The impact of flow, satisfaction and reputation on loyalty to MOOCs: the moderating role of extrinsic motivation. Technology, Pedagogy and Education, 31 (4), 399-415. https://doi.org/10.1080/1475939X.2021.2018031. |
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