Research On The User Acceptance Of MOOC Platform Based On Learner Satisfaction

Under the globalization and industrialization of education, MOOC has gradually become a typical representative of good quality educational resources. Its rapid development has aroused widespread concern and attention of the education sector, the venture capital industry, the training sector and even the government departments. So in recent years, China has emerged a large number of MOOC platforms. With the continuous improvement of learners’ individual demands, the development of MOOC platform faces to both opportunities and challenges. On the one side, the continuous improvement of the learner’s individual needs bring huge space to the development of MOOC platform, and gradually change from the original free public service platform to a commercial platform which forms a new profit model. On the another hand, learning and continuous improvement of individual requirements, course of MOOC platform,software and hardware equipment, learning effect and service level to put forward the new request, in other words, learning satisfaction.Because MOOC platform is the largest customer base for learners, therefore, this thesis will regard students as customers, based on the evaluation model of customer satisfaction, researches on learner satisfaction. Satisfaction has always been the focus of academic research, but whether it will become a key factor in the development process of the MOOC platform has yet to be determined. This is the real problem that this paper tries to solve.This paper takes the learner satisfaction and the MOOC platform as the research object. After discussion of the research background and the significance of the research,and through a large number of customer satisfaction and MOOC related literature review,the definition and measurement methods of the current learner satisfaction and the user acceptance of the MOOC platform are analyzed. At the same time, the theoretical model of the relationship between the learner satisfaction and the MOOC platform is constructed. On this basis, this paper collects empirical data from 891 learners through to the domestic well-known MOOC platform named Zhihuishu, and uses SPSS21.0,AMOS17.0 and other statistical softwares to do statistical analysis of the data, in order to find out the relationship between the user acceptance of the learners’ satisfaction with the MOOC platform, as well as, verify the establishment of the theory relation model.In this paper, the research conclusion shows that the learners’ satisfaction is one ofthe most important factors that affect change of user acceptance of MOOC platform.When the learner satisfaction is high, MOOC platform has strong user acceptance.Perceived quality has a significant positive effect on learners’ satisfaction which indicates learners in the MOOC platform are provided with a higher quality of service courses and learners’ satisfaction will be improved. Perceived quality has a significant positive impact on perceived value, that is, when the learner’s perception of quality is high, the service quality provided by the MOOC platform and the time of the learners to pay a comprehensive comparison of the money will get a better feeling. Perceived value has a significant positive impact on learners’ satisfaction, so the learner’s satisfaction is usually higher when the learner’s perceived value is higher.