Research On The Factors Affecting The Continuous Use Intention Of MOOC Learners

Since 2012,Massive Open Online Course(MOOC)as a global digital wave,it has brought tremendous impact to the world's higher education,which has triggered a storm of education.The MOOC organization represented by edX,Coursera and Udacity swept the world quickly.In 2013,domestic top colleges and universities of higher education such as Tsinghua University,Peking University,Shanghai Jiaotong University and Fudan University also joined the foreign MOOC course platform.All over the world speed up the development of the MOOC.Massive open online courses provide a way to connect thousands of learners from different areas of the world with different backgrounds and cultures to a topic of interest.Online lealrning is not fresh things,but MOOC has expanded online learning to a global scale,bringing new opportunities and new challenges.The development of MOOC has caused unprecedented changes in the field of higher education.In teaching,it provides new teaching ideas,not limited to the fixed arrangement and curriculum concentration in traditional classroom education,but with new expressions,extensive teaching resources,flexible and independent learning schedules and courses presented to learners.It has realized the transition from the teacher center to the learner center,and changed the passive acceptance status of the students for a long time,so that the students' learning is more independent.MOOC has made the top universities that have been out of reach more intimate and grounded,and has narrowed the distance between colleges and ordinary students,so that the general public can have the opportunity and the way to feel the quality education of famous schools,breaking the barriers to education.To a certain degree,it did promote educational equity.More and more researchers are beginning to think about and explore the study of MOOCs,the learners and learning behaviors of MOOCs,and the application and development of MOOCs.With the increasing researches and discussions on MOOC,the problems of MOOC are becoming significantly prominent.The high dropout rate,low completion rate,and the uneven quality of the courses are mixed,which has triggered people's rational thinking about MOOC.At the same time,the institutions began to explore the commercialization model of the MOOC,then,some courses need to pay.How to improve the continuance of the learner's course learning and what attitudes learners have for a course to pay for participation,there are many questions needing to be clarified.In the past,most of the researches on the factors affecting the continuance intention to use MOOC of the learners are based on the existing online learning theory model to explain and predict the existing phenomena.The single theoretical model has been proved a weaker interpretation of the MOOC problem.Therefore,this study intends to use the questionnaire method to explore the influencing factors of MOOC learners'continuance intention to use MOOC by constructing a unified model of integrated technology acceptance model,MOOC features,and planned behavior theory.Based on the theory of planned behavior,this paper explores the influencing factors of MOOC learners' willingness to pay.This article will start from the analysis of current development of MOOC,based on the literature of MOOC field,the technology acceptance model and the theory of planned behavior,then combines MOOC featuress and learner factors to construct a structural equation model of MOOC learners'continuance intention to use MOOC and willingness to pay for the fee-based course.Collecting empirical data by questionnaire to verify and analyze the model,and reasonably interpret the results,finally,made the following conclusions:1.MOOC learners' attitudes and self-efficacy can directly influence the continuance intention to use MOOC.2.The perceived usefulness and perceived ease of use of MOOC learners can influence the continuance intention to use MOOC through attitudes.3.MOOC features such as content quality,social interaction,reputation,openness,and individual self-efficacy as exogenous variables have an impact on continuance intention to use MOOC through perceived usefulness and perceived ease of use.4.The subjective norms and controllability of MOOC learners will influence the continuance intention to use MOOC through attitudes.5.Perceived value for money,collective norms and attitudes have a direct impact on the willingness to pay for MOOC.6.Rationality,perceived benefit and perceived value for money have an impact on willingness to pay through attitudes...