Determinants of ThaiMOOC Engagement: A Longitudinal Perspective on Adoption to Continuance

Abstract

Massive Open Online Courses (MOOCs) have become increasingly prevalent in higher education, with the COVID-19 pandemic further accelerating their integration, particularly in developing countries. While MOOCs offered a vital solution for educational continuity during the pandemic, factors influencing students’ sustained engagement with them remain understudied. This longitudinal study examines the factors influencing learners’ sustained engagement with ThaiMOOC, incorporating demographic characteristics, usage log data, and key predictors of adoption and completion. Our research collected primary data from 841 university students who enrolled in ThaiMOOC as a mandatory curriculum component, using online surveys with open-ended questions and post-course usage log analysis. Logistic regression analysis indicates that adoption intention, course content, and perceived effectiveness significantly predict students’ Actual Continued Usage (ACU). Moreover, gender, prior MOOC experience, and specific usage behaviors emerge as influential factors. Content analysis highlights the importance of local language support and the desire for safety during the COVID-19 pandemic. Key elements driving ACU include video design, course content, assessment, and learner-to-learner interaction.