Research Of MOOC Platform Usage Intention Impelling Factors

Since 2012, MOOC(Massive Open Online Course) as a new application forms evolved rapidly and caught people’s attention. Foreign countries have already established advanced MOOC system, as ed X, Coursera, etc. Recently, first class universities in China like Tsinghua University, Peking University, Shanghai Jiao Tong University and Fudan University, take actions in MOOC to share the culture and knowledge with the world.The foundation of MOOC based on the Internet technology, economic progress, and changing behaviors caused by the social development. The Internet Technology growing made study sources can be passed and shared as videos or other digital forms, also organized pieces knowledge into system as topics. Economic progress lower the cost but improves the quality of life, people can use computers or other movable devices access to Internet to study online. Moreover, participants can schedule their own study and make personal study plans. Online video courses are short but selected, change the traditional way of thoughts and divides into scattered but not messy knowledge points in fragmented form which matches the behavioral preferences of Internet users.Fast development of MOOC has important meaning of Chinese education. In the first place, it provides new kind of teaching ideas, transferring knowledge recipients to people whom requests knowledge, by new expressions, fragmented sources, flexible schedule and personnel arrangement. Then, MOOC made the world top schools more accessible, and made the concept of “knowledge has no border” more reality. In the last, though MOOC can’t replace the traditional education method, it can be a motivation of higher education improvement.For now, the platforms of MOOC services are various, so the question of how to satisfy the study needs of participants, or how to choose or prefer which kind of MOOC platform is researchable. As participants, the choice of MOOC platform will be influence by many factors, therefore, the research of factors which impact participants’ choices is a typical technology reception study. This article is based onthat and combines the theory of planned behavior and continued use of information systems theory, and will study impact factors of participants MOOC platforms choice.This article will start from the analysis of current development of MOOC, base on the technology acceptance theory and integrate with the related article conclusion of information system model acceptance under Internet environment, then build a choice influence factors structural equation model. Collecting empirical data by questionnaire to verify, analysis and amend the conceptual model, for the purpose of building a better acceptance conceptual model and have a reasonable explanation, in the end, made the following conclusion:1. Proved the value which user feel of MOOC impact the choice directly if the user decides to use the MOOC.Perceived usefulness and perceived ease of use can directly influence the users’ intent of use. The value user feels is measured by “usefulness” and “ease of use”, but the choice if the user decide to use is measured by “intent of use”. This conclusion implies that technology acceptance theory has a good applicability under the choice behavior research background.2. The quality of MOOC, perception, concentration and perception control as exogenous variables will influence the TAM model.The quality of MOOC will positively influence users feeling about usefulness and ease of usefulness. Users perception, the concentration level in the usage and user’s control of perception will influence the ultimate target variable, and the control of perception will change the target variable by influence the usefulness perception.3. In the composition of MOOC quality, the feature of interface distinguishing, convenience, customization, interactivity and diversity are all have positive impact on model.This article contributes a lot in theory and practice in research of MOOC user’s intent of use. In the aspect of theory, the writer innovatively combines TAM model and theory of planned behavior into research of MOOC’s usage intention, and proved it is effective. As in the aspect of practice, this article integrates analysis result ofconception model, with considering the interaction of variables and current development of MOOC in China, the writer suggests that improve the quality of MOOC, expand the span of course degree of difficulty and independent construction. Pointing out the direction of MOOC self construction in China and suggests feasibility methods to improve acceptance of MOOC.