Understanding Learners’ Intension Toward Massive Open Online Courses

Based on the technology acceptance model (TAM) by Davis et al., this research proposes an acceptance model for studying the learner adoption of massive open online courses (MOOCs) where the factors of trust and perceived playfulness are amended. A total of 212 valid samples were collected in China. The results indicate that trust and perceived usefulness are key factors that determine learners’ intention of attending MOOCs; perceived playfulness also affects learners’ perceived usefulness and trust toward MOOCs. Furthermore, recommendations for the development, implementation and research of MOOCs are provided based on the findings.