Research On The Influence Factors Of College Students' Acceptance Of MOOC Platform

In 2012,MOOC(the abbreviation of Massive Open Online Course)swept over the world.MOOC platform represented by Coursera,edX,Udacity has caught great attention from the world since its inception.As the main body of MOOC learners,the behavior intention of college students deserves studying.Today,most of studies show that key factors affecting learners' acceptance are as follows:social influence,performance expectancy,experience and convenient conditions and so on.Taking practical situation of MOOC platform and features of college students,this study holds that important factors having impact on college students' behavior intention to accept MOOC also include risk of arbitrary learning,community isolation and perceived joyfulness.Thus,the related theoretic modes are constructed to test the influences of these factors on MOOC platform's acceptability.Besides,combined with the conclusion,several suggestions are put forward to promote the behavior intention of MOOC platform.Through the methods of literature review,experts' consultation,questionnaires as well as data analysis,this paper takes the college&university students as the main object for MOOC platform acceptability research and completes the following works:Firstly,summarize and analyze the research situation of MOOC platform both at home and abroad,read and organize the theory of technology acceptance and adoption so as to put forward the main reasons that affect the behavior intention of MOOC platform.Secondly,in accordance with the relations between main factors,the theoretical model of influencing factors concerning college&university students' acceptability of MOOC platform has been built based on UTAUT model,meanwhile,we've also defined the variables of this model,identified the measuring dimensions and put forward the research hypothesis.Thirdly,On the basis of the maturity scale,we've designed and complied the questionnaire on the influencing factors of college&university students' acceptability of MOOC platform.After questionnaire pretest,we distributed them on main regions of the country and recalled 475 valid questionnaires eventually.Fourthly,we've done statistical analysis on the questionnaire data via SPSS 22.0 and built model on AMOS21.0 based on the structural equation modeling so as to test the rationality and accuracy of our hypothetical model and research hypothesis.The conclusions of this research are as followed:1.Performance expectancy,effort expectancy and perceived joyfulness pose positive effect on the behavior intention.2.The risk of arbitrary learning and community isolation pose negative effect on the intension of use.3.Effort expectancy and perceived joyfulness pose positive effect on the performance expectation.4.Facilitating conditions pose positive effect on effort expectancy.5.The effect of performance expectancy,effort expectancy and the risk of arbitrary learning on the intension of use can be interfered by gender.6.The effect of performance expectancy,effort expectancy,community isolation and the risk of arbitrary learning on the behavior intention can be interfered by people's educational backgrounds.7.The effect of effort expectancy and the risk of arbitrary learning on the behavior intention be interfered by people's professionals.To enhance behavior intention of MOOC platform,the following suggestions are put forward:Firstly,enrich the content of MOOC platform,and improve the learning pleasure of MOOC.Secondly,improve the MOOC resource system and learning usefulness of MOOC.Thirdly,increase publicity of MOOC to avoid learning isolation of MOOC.Fourthly,create a learning environment of MOOC and reduce the learning risks of it.Fifthly,distinguish MOOC learning community and think highly of difference among MOOC learners.