User retention is a major goal for higher education institutions running their teaching and learning programmes online. This is the first investigation into how the senses of presence and flow, together with perceptions about two central elements of the virtual education environment (didactic resource quality and instructor attitude), facilitate the user's intention to continue e-learning. We use data collected from a large sample survey of current users in a pure e-learning environment along with objective data about their performance. The results provide support to the theoretical model. The paper further offers practical suggestions for institutions and instructors who aim to provide effective e-learning experiences.Keywords: e-learning; higher education; flow; presence; didactic resource; instructor attitude Introduction e-Learning is a key activity in a knowledge, network society (Castells, 2005, p. 16). By means of the digital technologies placed in the core of the network society, higher education institutions create and disseminate knowledge, and contribute decisively to citizens' lifelong learning. Not surprisingly, e-learning has experienced meteoric growth since its emergence in the mid-1990s. As a matter of fact, there are an increasing number of people embracing e-learning. This has spurred on a robust and unstoppable surge in income for e-learning initiatives, which is expected to reach US$168.8 billion by 2018 (Global Industries Analysts, 2012). Thanks to these flourishing educational activities, individuals build meaningful knowledge in the domain they have chosen, in a productive, appealing, and engaging fashion.For their part, universities and corporate educational organisations have benefited from the broadening accessibility, cost-effectiveness, and increasing potential demand for elearning programmes. But besides these advantages, higher education institutions progressively face much more vigorous competition, as well as diverse requests that come from a bigger pool of individuals, who in many cases are already aware of what e-learning © 2014 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons. org/licenses/by/3.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The moral rights of the named author(s) have been asserted.
*Corresponding author. Email: irodriguez@uoc.eduInteractive Learning Environments, 2016 Vol. 24, No. 6, 1030-1053, http://dx.doi.org/10.1080/10494820.2014 could do for them. Hence higher education institutions need to gain a complete understanding of the connections between their potential e-learning strategies and the individuals' experiences that lead to user retention. This goes beyond identifying factors driving e-learning adoption. Rather, it requires the development of a solid integrated framework for showing the formation of appealing e...