An effective MOOCs framework for adoption, completion, and continued usage of the learners in the context of Thailand

Abstract

Introduction: Massive Open Online Courses (MOOCs) have gained significant attention for their ability to offer affordable and effective education to diverse learners. The COVID-19 pandemic has accelerated the adoption of MOOCs as an alternative solution for higher education institutions worldwide, especially in developing countries. However, understanding the factors influencing students' adoption and completion of MOOCs during the pandemic remains essential. Objective: This study aims to investigate these factors through a longitudinal design, examining the acceptance of ThaiMOOC, course completion, and continued enrollment intentions. The findings will inform educational institutes, policymakers, and MOOC providers in sustaining MOOC platform utilization. Method: This research consists of three phases covering MOOC adoption, completion, and continued usage. Online questionnaires with open-ended questions were used in phases 1 and 2, supplemented by participants' usage log files in phase 3. The extended UTAUT2 model assessed adoption intention in the first phase, while a self-developed model explored factors influencing learner satisfaction and MOOC completion in the second phase. The third phase analyzed actual continued usage post-course completion. Result: The extended UTAUT2 model revealed that Performance Expectancy, Habit, Hedonistic Motivation, and Local Language Support positively influenced MOOC adoption intentions. Course Content, Video Design, Learner-to-Learner Interaction, Instructor Support, and Perceived Effectiveness significantly predicted learner satisfaction and completion. Gender moderated the relationship between Assessment and Perceived Effectiveness, with females exhibiting a stronger association. Adoption Intention, Course Content, and Perceived Effectiveness were significant factors in promoting Actual Continued Usage (ACU), with gender impacting ACU, and completed exercises, weeks completed, and videos watched positively correlating with ACU in usage log predictors. Conclusion: Sustaining MOOC utilization requires careful examination and facilitation of MOOC adoption, completion, and continued engagement. Educational institutions, policymakers, and MOOC providers must prioritize active learner engagement to enhance platform efficacy and sustainability.