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From Flow Experience to Attitudinal Loyalty: What Keeps Users of Online Learning Platforms Coming Back?

Popov, Mark LU and Ye, Ziyi LU (2025) MGTN59 20251
Department of Business Administration
Abstract
With rapidly developing digitalization and the growing popularity of online learning
platforms, understanding the psychological drivers behind user loyalty has become increasingly
critical. This thesis investigates how Flow Experience, defined as a deep state of intense
enjoyment, focus, and concentration, shapes user satisfaction and user attitudinal loyalty in the
context of online learning platforms. While previous studies have examined the relationship
between Flow Experience and satisfaction, and between satisfaction and attitudinal loyalty, the
potential direct influence of Flow Experience on attitudinal loyalty has been underexplored.
Using a quantitative approach, we distributed questionnaires to potential users of... (More)
With rapidly developing digitalization and the growing popularity of online learning
platforms, understanding the psychological drivers behind user loyalty has become increasingly
critical. This thesis investigates how Flow Experience, defined as a deep state of intense
enjoyment, focus, and concentration, shapes user satisfaction and user attitudinal loyalty in the
context of online learning platforms. While previous studies have examined the relationship
between Flow Experience and satisfaction, and between satisfaction and attitudinal loyalty, the
potential direct influence of Flow Experience on attitudinal loyalty has been underexplored.
Using a quantitative approach, we distributed questionnaires to potential users of online
learning platforms and received 182 valid responses, which were then analyzed using SPSS 30.0.
Flow Experience was measured using EduFlow-2 scale, while satisfaction and attitudinal loyalty
were assessed using adapted validated questionnaires. The findings reveal significant positive
associations among Flow Experience, satisfaction, and attitudinal loyalty, specifically between
Flow Experience and satisfaction, satisfaction and attitudinal loyalty, as well as a direct link
between Flow Experience and attitudinal loyalty. Our thesis contributes to current literature by
isolating Flow’s direct effect on attitudinal loyalty in the context of online learning platforms,
which is a connection that has been previously overlooked. Furthermore, the research aims to
contribute to a better understanding of how stakeholders such as marketing managers and
educators can foster user engagement in online education environments by identifying the key
mechanisms that drive user retention. (Less)
Please use this url to cite or link to this publication:
author
Popov, Mark LU and Ye, Ziyi LU
supervisor
organization
course
MGTN59 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Flow Experience, Satisfaction, Attitudinal Loyalty, Online Learning Platform
language
English
id
9207295
date added to LUP
2025-06-30 15:25:12
date last changed
2025-06-30 15:25:12
@misc{9207295,
  abstract     = {{With rapidly developing digitalization and the growing popularity of online learning 
platforms, understanding the psychological drivers behind user loyalty has become increasingly 
critical. This thesis investigates how Flow Experience, defined as a deep state of intense 
enjoyment, focus, and concentration, shapes user satisfaction and user attitudinal loyalty in the 
context of online learning platforms. While previous studies have examined the relationship 
between Flow Experience and satisfaction, and between satisfaction and attitudinal loyalty, the 
potential direct influence of Flow Experience on attitudinal loyalty has been underexplored. 
Using a quantitative approach, we distributed questionnaires to potential users of online 
learning platforms and received 182 valid responses, which were then analyzed using SPSS 30.0. 
Flow Experience was measured using EduFlow-2 scale, while satisfaction and attitudinal loyalty 
were assessed using adapted validated questionnaires. The findings reveal significant positive 
associations among Flow Experience, satisfaction, and attitudinal loyalty, specifically between 
Flow Experience and satisfaction, satisfaction and attitudinal loyalty, as well as a direct link 
between Flow Experience and attitudinal loyalty. Our thesis contributes to current literature by 
isolating Flow’s direct effect on attitudinal loyalty in the context of online learning platforms, 
which is a connection that has been previously overlooked. Furthermore, the research aims to 
contribute to a better understanding of how stakeholders such as marketing managers and 
educators can foster user engagement in online education environments by identifying the key 
mechanisms that drive user retention.}},
  author       = {{Popov, Mark and Ye, Ziyi}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{From Flow Experience to Attitudinal Loyalty: What Keeps Users of Online Learning Platforms Coming Back?}},
  year         = {{2025}},
}