The study on the influence factors of intention to continue using MOOCs: integrating UTAUT model and social presence

Abstract

Massive Open Online Courses (MOOCs) are the product of “internet + education”, offering open educational resources to global students. This study analyzed the factors influencing students’ intention to continue using MOOCs based on their satisfaction. To achieve research objectives this study integrates the unified theory of acceptance and use of technology (UTAUT) and social presence. A total of 481 valid samples were used to verify the hypotheses proposed using structural equation modeling (SEM) and PROCESS. The results showed that the UTAUT model (performance expectancy, effort expectancy, social influence, and facilitating conditions) had significant positive effects on student satisfaction with MOOCs. That is, it had a positive impact on the intention to continue using MOOCs. More importantly, social presence had a significant moderating effect on the relationship between UTAUT scores and satisfaction with MOOCs. Social presence weakened the impact of the UTAUT on satisfaction. Based on the research findings, implications, and limitations of this study are discussed.