Exploring the factors influencing users’ satisfaction and continuance intention of MOOCs in China

Abstract

Recently, Massive Open Online Courses (MOOC) have received much attention from users. Users' continuance intention of using MOOC is one of the most important indicators to measure the success of MOOCs. At present, MOOCs are facing a low completion rate and retention rate problems. This calls for the importance in investigating factors that affect MOOC users' satisfaction, thereby enhancing the intention to continue using MOOCs. The purpose of this research was therefore to explore the factors affecting MOOC users' satisfaction and continuance intention towards the Expectation Confirmation Model. In total, 410 questionnaires were collected via an online survey and analysed with the Structural Equation Modelling (SEM). Participants were Chinese employees from different city tiers who had experienced using or now used MOOCs. The analysis indicated a good fit of the structural equation model. The analysis results showed that the confirmation factor has a significant impact on perceived usefulness, perceived service quality, and satisfaction. The analysis results highlighted that perceived service quality has the strongest impact on satisfaction, thereby enhancing the continuance intention in using MOOC. The results also revealed that perceived usefulness and perceived service quality can not only directly influence continuance intention, but also indirectly influenced satisfaction. The findings therefore suggested that MOOC providers should focus on improving MOOCs' overall quality to better meet MOOC users' satisfaction, thereby enhancing the intention to continue using MOOCs.

Students’ continuance intention to use MOOCs: empirical evidence from India

“…Such attempts were made by Suriazdin et al, (2022) who combined ECM with technology attractiveness and they discovered findings that were in line with those of ECM, with the exception of the perceived usefulness on continuing intention. Nong et al, (2022) combined ECM with perceived service quality in examining the MOOC continuance intention in China and the results corroborated the ECM findings and in addition found the significant influence of perceived service quality on satisfaction and continuation intention. In other contexts, Gupta et al, (2020) combined UTAUT (pre-adoption performance expectancy and effort expectancy) and post-adoption ECM (along with perceived usefulness and satisfaction, the other post-adoption factors are user interface quality, self-efficacy, security) in continuance intention to use M-wallets, Malik & Rao (2019) applied extended ECM in predicting the continuance intention of users of on-demand ride services.…”

“…It states that the confirmation of past expectations will increase the user's perceived usefulness and vice versa. Since the ECM model has been thoroughly covered in the literature (Bhattacherjee, 2001a, b;Bhattacherjee & Premkumar, 2004;Dai et al, 2020;Ouyang et al, 2017;Yang et al, 2022;Rahmania et al, 2022;Suriazdin et al, 2022;Nong et al, 2022;Lee, 2010;Gupta et al, 2020;Malik & Rao, 2019;Jin et al, 2010), the current study just briefly summarises the theory. The conceptual model (Fig.…”

Tourists’ post-adoption continuance intentions of chatbots: integrating task–technology fit model and expectation–confirmation theory

“…Extant studies confirmed the significant association among confirmation, satisfaction and usefulness of product (Ambalov, 2018;Gupta et al, 2020). Moreover, the relationship has been validated in varied contexts such as e-learning (Roca et al, 2006;Lee, 2010), Web portal (Lin et al, 2005), fitness and health apps (Chiu et al, 2020), mobile internet users (Jumaan et al, 2020) and massive online open course (MOOCs) (Nong et al, 2022). Based on these arguments, we hypothesize that:…”

“…Furthermore, Bhattacherjee (2001) posited that a relationship between satisfaction and continuance is considered core in the context of information systems and the strongest in the context of electronic services (Liao et al, 2007), using blogs for learning and its continuing usage intentions (Ifinedo, 2018). Earlier studies confirmed the positive influence of satisfaction on information technology continuance usage (Bhattacherjee et al, 2008), in the context of brand extension products (Guo et al, 2018), mobile apps (Tam et al, 2020) and information technology (Steelman and Soror, 2017;Zhu et al, 2022;Nong et al, 2022). Therefore, we hypothesize that:…”

“…However, recent studies have also found a significant influence of PU on CIs to use technology (Nguyen et al, 2021;Khlaif et al, 2022;Wang et al, 2022). Furthermore, extant studies have also studied the significant influence of PU on satisfaction in the context of information technology (Thong et al, 2006) and smart fitness wearables (Gupta et al, 2020;Nong et al, 2022;Akdim et al, 2022). Based on these, we hypothesize that:…”