Analysis On The Influencing Factors Of College Students' Willingness To Use MOOC

MOOC is committed to promoting the opening and sharing of high-quality educationresources globally,which has aroused the universal concern of the international community since its birth.In 2013,MOOC began to enter the Chinese market,providing a new historical opportunity to promote our education reform and achieve educational equity.As the most important user group of MOOC,how to effectively meet the needs of college students and improve their willingness to use MOOC has become an important issue.Therefore,based on the technology acceptance integration model and the two-factor theory,this paper conducts a classified study on the main influencing factors of college students' willingness to use MOOC,and put forward corresponding countermeasures and Suggestions for universities and MOOC platforms to improve and promote the use of MOOC.First of all,by analyzing relevant studies,this study obtains the key variables that affect users' willingness from the perspective of technology acceptance,and introduces two variables,namely organizational support and convenience conditions,according to the special learning environment of college students.Then,based on the two-factor theory,according to the different effects of different factors on the willingness to use,these factors are divided into three categories: incentive factors,health factors and incentive health factors.On this basis,a research model is established and research hypotheses are proposed.In order to verify the theoretical model and relevant research hypothesis,this study uses the questionnaire survey method,designed a questionnaire according to the characteristics of MOOC and the existing mature scale.Finally,distributed the questionnaires to college students,obtains 428 valid questionnaires.Besides,SPSS17.0 is used to analyze the reliability and validity of the questionnaire and conduct empirical analysis.The results show that MOOC reputation,perceived interactivity,comparative advantage,organizational support,perceived usefulness,perceived ease of use,social impact,perceived quality,perceived convenience have significant influence on users' willingness to use.Moreover,through the regression analysis of the high and low subgroup of willingness to use,it is found that the effect of different factors on college students' willingness to use MOOC is significantly different.MOOC reputation,perceived interactivity,organizational support are the motivating factors,perceived quality,convenient conditions are the hygiene factors,relative advantage,perceived usefulness,perceived ease of use,social impact are the motivation hygiene factors.Through variance analysis of university types,it is found thatMOOC reputation,relative advantage,social influence and organizational support also have significant different influences on college students of different types,MOOC reputation and relative advantages have a greater impact on students of ordinary universities and211 universities than 985 universities,985 universities have a higher degree of organizational support and social impact for their students than ordinary universities and 211 universities.To sum up,in order to promote the sustainable and healthy development of MOOC and improve the willingness of college students to use MOOC,this study proposes the following countermeasures: continuously improve the MOOC quality and improve the user experience;improve the level of interaction and highlight the relative advantages;strengthen publicity and promotion to enhance social impact;increase the organizational support of universities to provide convenient conditions for college students using MOOC.