A Comparative Study On The Influence Factors Of Continuance Intention Of MOOC Platforms

With the development of internet technology,MOOC(massive open online courses)is sweeping the world.The traditional higher education model is facing the challenge of MOOC.However,as a new thing,MOOC inevitably face realistic difficulties.For example,high turnover rate becomes a bottleneck of MOOC.Learners exposed MOOC and choose MOOC to learn,but what kind of factors can influence learners' continuance intention of MOOC platforms is worth exploring.In addition,the foreign MOOC platforms,especially the United States,as the birthplace of MOOC,has a long history and rich experience.Therefore,a comparative study of the influence factors of continuance intention of MOOC platforms can provide useful references for the construction of MOOC platforms in China.Based on the D&M model,UTAUT model,self efficacy theory,and the characteristics of the MOOC,the study builds the model,information quality,service quality,system quality,performance expectation,social influence and self efficacy are taken as independent variables,satisfaction is taken as intermediate variable,and continuance intention is taken as dependent variable,and proposes corresponding hypotheses.College students are the main survey objects,and questionnaires on the influence factors of continuance intention of MOOC platforms in China and the questionnaires on the influence factors of continuance intention of MOOC platforms abroad are issued.Mainly uses correlation analysis and regression analysis method to carry out empirical analysis,and uses comparative research methods to explore the similarities and differences of the influence factors of continuance intention of MOOC platforms in China and abroad.The empirical analysis and comparative analysis show that the similarities of the influence factors of continuance intention of MOOC platforms are the system quality and information quality have indirect influence on the continuance intention of MOOC platforms through the intermediary effect of satisfaction,and the most important factor affecting learners' satisfaction is the system quality,followed by the information quality.The most important factor affecting learners' continuance intention of MOOC platforms is performance expectation,followed by self efficacy.The quality of service has no significant effect on the satisfaction of learners.The differences are compared with the system quality,the information quality of MOOC platforms in China have more significant influence on the learners' satisfaction than MOOC platforms abroad.Social influence is positively related to thecontinuance intention of MOOC platforms abroad,but has no significant effect on the continuance intention of MOOC platform in China.Based on the comparative research results,the following points are suggested for the construction of MOOC platforms in China: optimize the MOOC platforms system and enhance differentiated competitiveness.Improve the MOOC curriculum quality and enhance cooperation with outstanding colleges and universities.Enhance learners ' performance expectation,strengthen the usefulness and value.Enhance learners' self efficacy,pay attention to learners' feedback.Focus on the social influence and learning group effect.