Abstract: Our research contributes to the growing literature by examining the influence of expressive aesthetics on the instrumental drivers of a web-based educational tool, and affective responses of learners who find the cumulative interactions rewarding, fulfilling and stimulating. Specifically Partial Least Squares is proposed to assess the relationships between the constructs. The results demonstrate that experiential environments is essential in building positive learners’ attitudes towards e-learning tools and future loyalties. On the one hand, expressive aesthetics and usefulness have a significant effect on the learner’s perception of the extent to which needs, goals and desires have been fully met. On the other hand, the results provide support for the proposals that effects of usefulness on satisfaction are strongly moderated by expressive aesthetics. Finally, higher learner satisfaction will lead to greater loyalty which can result in higher academic profits.