MOOC 用户持续使用行为影响因素研究

Factors Affecting the Continued Use of MOOC User Behavior

当前，大规模开放在线课程( MOOC) 存在用户学习完成率低、中途退出率高问题，本文从MOOC 用户持续使用行为的视角，基于信息系统持续使用理论和自我决定理论，引入内在动机、基本心理需求因素(感 知自主性、感知能力、感知关系性)和MOOC 设计因素(内容质量、自主性、社交化互动)，构建了MOOC 用户持续 使用意愿影响因素研究模型，并通过实证研究得到以下结论:一是外在动机(感知有用性)和内在动机对MOOC 用户的持续使用意愿有显著直接影响，其中感知有用性还通过满意度对持续使用意愿产生间接影响;二是满意 度对MOOC 用户持续使用意愿有显著直接影响，期望确认对感知有用性、满意度和内在动机有直接影响，并通过 它们对MOOC 用户持续使用意愿产生间接影响;三是MOOC 的内容质量对感知用性和期望确认有直接影响，并 通过感知有用性和期望确认对持续使用意愿产生间接影响，社交化互动对期望确认有显著正向影响，但对感知 有用性的影响不显著，自主设计对感知有用性有直接影响，并通过感知有用性对持续使用意愿产生间接影响;四 是感知能力对感知有用性、期望确认和内在动机都有直接影响，并通过它们对持续使用意愿产生间接影响，而感 知自主性和感知关系性对内在动机的影响不显著，但感知关系性对期望确认有显著正向影响。

Massive Open Online Courses (MOOCs) feature a low course completion rate and a high midway dropout rate of users. From the perspective of research on behavioral factors that influence continued MOOC user participation， the research model was created to determine the factors influencing continued MOOC user intentions. Based on the continued usage theory in information systems and the self-determination theory， this model was verified and analyzed using the empirical research method. The study consists of the following parts. 1. Literature Review. The research summarized and presented research on usage behavior， course completion rate and continued usage of MOOC users. The review of literature helped find out the following influencing factors impac鄄 ting MOOC users completion rate， including MOOC design， career development needs， learning environment， and in鄄 stitutional constraints. 2. Introduction of Research Model and Hypotheses. Through the review of the continued usage theory in informa鄄 tion systems and the self-determination theory， the research model was created which include internal motivating fac鄄 tors， some basic psychological needs factors (autonomy of perception， perceived competence， perceived relationship)， elements of MOOC design (quality of the content， autonomy， social interaction)， as well as user expectation and con鄄 firmation， Research hypothesis was proposed. 3. Sample Collection and Descriptive Statistics. Research participants are college students who had experiences in MOOC usage. Questionnaires were distributed via e-mail， WeChat， QQ， and other ways. 958 samples data were collected and sorted out to form 188 valid responses. The descriptive statistical analysis was used to analyze these sam鄄 ples. 4. Model Validation. The research model was tested using the Partial Least Squares (PLS) method in the vali鄄 dation of measurement model and structure model. The measurement model validation is to inspect the reliability and validity of the measurement scale. The data processing results revealed good reliability and validity in the model. 5. Results of the research include: First， both external motivating factors (the perceived usefulness) and internal motivating factors have significant and direct impacts on MOOC user爷s continued usage intent. Second， user satisfaction has a significant and direct impact on the willingness of MOOC users to continue us鄄 age. The expectation of confirmation by users has a direct impact on perceived usefulness， providing internal satisfac鄄 tion and motivation， and further indirectly affects continued usage of the MOOC users. Third， the quality of the MOOC content has a direct impact on the perceived usefulness and the expectation of confirmation and indirectly affects the intention of continued usage. Social interaction has a significant positive impact on the expectation of confirmation， but its impact on perceived usefulness is insignificant. The independent design of MOOC has a direct impact on the perceived usefulness， and through this channel indirectly affects continued usage. Lastly， perceived competence has a direct impact on perceived usefulness， the expectation of confirmation and in鄄 ternal motivating factors， and through these factors， indirectly affects the willingness of users continued usage. Howev鄄 er， the autonomy of perception and perceived relationship do not have any significant impact on internal motivations. Perception relationship has a significant and positive impact on the expectation of confirmation.