An Investigation of the Motivational Factors Influencing Learners’ Intentions to Continue Using Arabic MOOCs
Massive open online courses (MOOCs) have evolved rapidly in recent years. Understanding the factors affecting the retention of existing learners in MOOC platforms and prompting their continued engagement is crucial to the success of such platforms. However, the factors that affect the technology acceptance by users may vary across cultures in terms of their significance and predictive power. This study aims to fill this gap by examining the factors affecting learners’ intentions to continue using MOOCs. Factors were examined through the lens of Arabic MOOCs and the technology acceptance model (TAM), integrating the model with a range of additional factors: technological, organisational, individual-related, social, and cultural. Exploratory and explanatory mixed methods approaches were adopted using qualitative and quantitative methods (Semi-structured interviews and self-administered online questionnaire). The results provided evidence of the successful extension of the TAM. In light of the findings of this study, recommendations were put forward to MOOC developers and instructors to adopt design strategies which could increase learner loyalty for Arabic MOOCs’ use.
Keywords: Learner’s Motivations, MOOC Acceptance, MOOC Adoption, MOOC Retention, MOOCs.