Can an Engagement Platform Persuade Students to Stay? Applying Behavioral Models for Retention

Abstract

ABSTRACT This paper presents the effects of a technology-based engagement platform, referred to as IMPRES (Interactive Mobile Platform for Retaining and Engaging Students). IMPRES is a mobile application, backed by a set of data analysis services, which seeks to engage and retain its users to enhance their professional development. The primary goal of the application is to enhance students’ engagement in their college and improve student retention. The method is influenced by and evaluated from the standpoints of four theoretical models previously used in research on the effect of a computer interface on user behavior. First, the self-determination theory perspective on digital games explains users’ motivation. Second, social identity theory explains users’ psychological connections to their college. Third, continuance theory explains continuity of users’ engagement. Finally, the persuasive system design perspective associates IMPRES’s features with users’ motivation. By integrating these theories, we develop and find much support for a model of IMPRES’s effects on students’ intent to continue their studies. This research makes a unique contribution to continuance theory by demonstrating how an application’s persuasive design features not only foster continued use of the application but also continued engagement with an organization.