Engaged customers positively influence a firm’s performance and co-create value with a firm through contributing operant resources. How a firm can effectively prolong customer engagement for generating operant resources remains challenging. To identify essential drivers for enhancing customers’ continuous engagement in digital environment, this study shifts the research focus on understanding motivational mechanism of customer disengagement. This study leverages self-determination theory to examine the linkage between ineffective customer resource integration and customer disengagement in a highly customer-controlled context. With in-depth interview data collected from ten self-directed informal learners, and based on the degree of incompletion in internalizing the value of digital-mediated activity, three motivational forms of disengagement were identified: amotivation, extrinsic regulatory failure, and intrinsic conflict. The research reveals the underlined mechanism of how initial motivation to perform the embedded task determines the intention of learners’ operant resource integration toward adapting digital-mediated learning. The disengagement from a focal offering results from insufficient supports of learners’ autonomy and competence linking with the task originated in focal offering and with the activity to which the focal offering contributes. This analysis foregrounds to contribute theoretical implications of customer engagement process as well as practical guidance for supporting customer resource integration of continuous engagement.