A Research On Influential Factors Of College Students' Willingness To Adopt MOOC

MOOC(Massive Open Online Course)has lots of good courses including different disciplines from famous schools and can be learnt no matter when and where.And it has attracted the attention of the whole world.Although the development of MOOC is rapid,the acceptance of MOOC is low,which will lead that the resource utilization of MOOC is low.Therefore,the purpose of this study is to construct the innovative theoretical model and to explore the influencing factors of college students' willingness to adopt MOOC.The study enriches the MOOC adoption intention theory and puts forward relevant strategies in practice,so as to make more college students adopt MOOC and promote a real sense of educational change.First of all,the theory involved in the previous research is combed.And the study adopts perceived value theory as the core point and increases perceived risk in the perceived loss part innovatively.At the same time,combined with information system success model including three core variables,the theoretical model of the paper is constructed.Subsequently,the variables in the research model are defined and the path relationship hypotheses are proposed.Besides,based on the proved measurement scale and the characteristics of MOOC,a measurement scale and a questionnaire are designed to collect research data.Finally,after using the survey method to send the questionnaire to college students,the valid data of the collected samples is analyzed by SPSS20.0 and smartPLS2.0 as data analysis tools to make common method deviation test and reliability and validity analysis to test the reliability of the questionnaire.And the structural equation model analysis and mediating effect analysis were carried out to validate the model.After the final model is verified,most of the path hypotheses are confirmed.Firstly,the college students' perceived value of MOOC has a positive effect on adoption intention.Secondly,the three variables of college students' perceived profit of MOOC have a positive impact on perceived value.While college students' perceived loss has a negative impact on perceived value.Thirdly,MOOC's information quality and system quality have a positive impact on college students' perceived usefulness and perceived ease of use of MOOC.In addition,the mediating effect of perceived value is significant.In summary,MOOC can adopt the corresponding technology,management and teaching strategies to improve college students' willingness to adopt MOOC,explore more potential users,improve the resource return of MOOC and the development of online education.