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Toward an Understanding of University Students’ Continued Intention to Use MOOCs: When UTAUT Model Meets TTF Model

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  • Liyong Wan
  • Shoumei Xie
  • Ai Shu

Abstract

This study tries to propose a unified model integrating the unified theory of acceptance and use of technology (UTAUT) model, task–technology fit (TTF) model, and user satisfaction to investigate the determinants that affect university students’ continued intention of using massive open online courses (MOOCs). Based on the data of a survey on 464 respondents, structural equation modeling is adopted to assess the model. The results reveal that performance expectancy, effort expectancy, social influence, and user satisfaction are the crucial predictors of university students’ continued intention. TTF has an indirect influence on continued intention through user satisfaction. Performance expectancy is affected both by effort expectancy and TTF. Facilitating conditions do not directly influence continued intention; however, they present indirect influences in that they play a mediating role for user satisfaction. The findings help researchers and practitioners to attain a better understanding of university students’ continued usage intention of MOOCs. The implications and limitations of this study are also described.

Suggested Citation

  • Liyong Wan & Shoumei Xie & Ai Shu, 2020. "Toward an Understanding of University Students’ Continued Intention to Use MOOCs: When UTAUT Model Meets TTF Model," SAGE Open, , vol. 10(3), pages 21582440209, July.
    • Handle: RePEc:sae:sagope:v:10:y:2020:i:3:p:2158244020941858
    DOI: 10.1177/2158244020941858
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    References listed on IDEAS

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    1. John D'Ambra & Concepción S. Wilson & Shahriar Akter, 2013. "Application of the task‐technology fit model to structure and evaluate the adoption of E‐books by Academics," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 64(1), pages 48-64, January.
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    3. John D'Ambra & Concepción S. Wilson & Shahriar Akter, 2013. "Application of the task-technology fit model to structure and evaluate the adoption of E-books by Academics," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 64(1), pages 48-64, January.
    4. Sununthar Vongjaturapat & Singha Chaveesuk & Nopporn Chotikakamthorn & Sakesan Tongkhambanchong, 2015. "Analysis of Factor Influencing the Tablet Acceptance for Library Information Services: A Combination of UTAUT and TTF Model," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 14(03), pages 1-23.
    5. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
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    Cited by:

    1. Wu Li & Pengya Ai & Annette Ding, 2023. "More Than Just Numbers: How Engagement Metrics Influence User Intention to Pay for Online Knowledge Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    2. Bassel El Hajj & Georgiana Karadas & Pouya Zargar, 2023. "How E-Government Can Help Societies during a Crisis: Implications of UTAUT Model in Lebanon," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    3. Samer Ali Al-shami & Salem Aldahmani & Massila Kamalrudin & Nabil Hasan Al-Kumaim & Abdullah Al Mamun & Mohammed Al-shami & Mustafa Musa Jaber, 2022. "A Model of Motivational and Technological Factors Influencing Massive Open Online Courses’ Continuous Intention to Use," Sustainability, MDPI, vol. 14(15), pages 1-23, July.
    4. Ibrahim Youssef Alyoussef, 2021. "Massive Open Online Course (MOOCs) Acceptance: The Role of Task-Technology Fit (TTF) for Higher Education Sustainability," Sustainability, MDPI, vol. 13(13), pages 1-14, July.
    5. Cecilia Temilola Olugbara & Moeketsi Letseka & Oludayo O. Olugbara, 2021. "Multiple Correspondence Analysis of Factors Influencing Student Acceptance of Massive Open Online Courses," Sustainability, MDPI, vol. 13(23), pages 1-21, December.
    6. Ting Wang & Chien-Liang Lin & Yu-Sheng Su, 2021. "Continuance Intention of University Students and Online Learning during the COVID-19 Pandemic: A Modified Expectation Confirmation Model Perspective," Sustainability, MDPI, vol. 13(8), pages 1-15, April.
    7. Faqih, Khaled M.S. & Jaradat, Mohammed-Issa Riad Mousa, 2021. "Integrating TTF and UTAUT2 theories to investigate the adoption of augmented reality technology in education: Perspective from a developing country," Technology in Society, Elsevier, vol. 67(C).
    8. Zeinab Zaremohzzabieh & Samsilah Roslan & Zulkifli Mohamad & Ismi Arif Ismail & Habibah Ab Jalil & Seyedali Ahrari, 2022. "Influencing Factors in MOOCs Adoption in Higher Education: A Meta-Analytic Path Analysis," Sustainability, MDPI, vol. 14(14), pages 1-21, July.
    9. Hyo-Jin Kang & Jieun Han & Gyu Hyun Kwon, 2022. "The Acceptance Behavior of Smart Home Health Care Services in South Korea: An Integrated Model of UTAUT and TTF," IJERPH, MDPI, vol. 19(20), pages 1-19, October.

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