Understanding Key Drivers of Mooc Satisfaction and Continuance Intention To Use

Authors

Yunfan Lu
Bin Wang, The University of Texas Rio Grande Valley
Yaobin Lu

Document Type

Article

Publication Date

2019

Abstract

Massive Open Online Courses (MOOCs) have attracted global audiences who desire to learn. However, the completion rate of these courses is less than 10 percent. Few studies have systematically researched the influence of expectation-confirmation theory (ECT) and user experience (e.g., flow experience, perceived interest) on user satisfaction of and the continuance intention to use MOOCs. The present study examines the drivers of MOOC satisfaction based on ECT and the influence of satisfaction on user behavior. A research model reflecting the relationships among confirmation, usefulness, interest, flow, satisfaction, and continuance intention to use, and intention to recommend was developed and tested using data collected from 300 subjects. Our findings show that flow and interest are important variables that enhance MOOC satisfaction based on ECT.

Recommended Citation

Lu, Yunfan, Bin Wang, and Yaobin Lu. 2019. “UNDERSTANDING KEY DRIVERS OF MOOC SATISFACTION AND CONTINUANCE INTENTION TO USE.” Journal of Electronic Commerce Research 20 (2): 13.

Publication Title

Journal of Electronic Commerce Research