Research of the MOOC Study Behavior Influencing Factors

Abstract

The model of MOOC study behavior influencing factors is built based onTAM3 model, and empirical research is done. The result shows that theMOOC study intention has significantly positive correlation with MOOCstudy behavior; subjective norm, image, job relevance and output qualityhave significantly positive correlation with MOOC perceived usefulnessand subjective norm has significantly positive correlation with image;Computer self-efficacy, perceptions of external control, perceivedenjoyment and objective usability have significantly positivecorrelation with MOOC perceived ease of use. The output quality has themost positive correlation with MOOC perceived useful. In all theoriginal variates, subjective norm has the most total effect to MOOCbehavior intention. Finally some countermeasures is discussed.