Does usage experience really matter? Roles of interactivity and virtual rewards giving in stimulating MOOC learners’ learning persistence and outcome

Purpose The purpose of this study is to propose a research model based on the stimulus-organism-response (S-O-R) model to explore whether interactivity (INT) and virtual rewards giving (VRG) as environmental stimuli to learners’ learning engagement (LE) elicited by massive open online courses (MOOCs) affect their learning persistence (LP) and learning outcome (LO) in MOOCs. This study further examines whether usage experience (UE) moderates the path relationships within the research model. Design/methodology/approach Sample data for this study were collected from learners who had experience in taking VR-based MOOCs provided by the MOOCs platform launched by a well-known university in Taiwan, and 313 useable questionnaires were analyzed using structural equation modeling. Findings This study proved that learners’ perceived INT and VRG in MOOCs positively influenced their psychological LE and social LE elicited by MOOCs, which concurrently expounded their LP in MOOCs, and in turn uplifted their LO in MOOCs. Besides, this study showed that learners’ UE partially moderated the path relationships in the research model. The research model respectively explains 71.8 and 56.6% of the variance (R2) in learners’ LP and LO in MOOCs. This study first reveals that learners’ perceived INT in MOOCs is the largest antecedent that can maximize their LP and LO in MOOCs via their PLE elicited by MOOCs. Next, learners’ perceived VRG in MOOCs is the strongest antecedent that can maximize their LP and LO in MOOCs via their SLE elicited by MOOCs. Originality/value This study utilizes the S-O-R model as a theoretical groundwork to construct learners’ LO in MOOCs as a series of the psychological process, which is affected by INT and VRG. Noteworthily, while the S-O-R model has been extensively employed in previous literature, little research uses the S-O-R model to explain the impacts of INT and VRG on learners’ LP and LO in MOOCs and examine whether learners’ UE can moderate the model relationships. Hence, this study enriches the research for understanding how learners value their learning gains via INT and VRG to support them in MOOCs.