Promoting online learners’ continuance intention: An integrated flow framework

• A model including both factors affecting flow and a chain of flow consequences is presented.
• Telepresence is found as the most important contributor for flow to occur in online learning.
• The impact of flow on continuance intention is fully mediated by perceived value and satisfaction.
• Perceived hedonic value is the most important mediator between flow and continuance intention.

Despite the rapid growth and significant benefits of online learning, retaining students in online courses remains a key challenge. This study empirically tests an integrated model that simultaneously examines factors influencing students’ attainment of flow experience in online learning and the impacts of flow on their online learning continuance intention. The results identified telepresence as the most significant factor influencing students’ flow experience in online learning. Perceived hedonic value played the most important mediating role transmitting the effects of flow on students’ continuance intention. The implications of the study for both research and practice are discussed.