MOOC学习者持续使用意愿影响因素研究——基于扎根理论的质性分析

Research on the Influencing Factors of MOOC Learners’Willingness to Use Intention:Qualitative Analysis Based on Grounded Theory

目前MOOC的用户规模呈现快速增长的趋势。然而,课程完成率偏低、学习者学习持续性较差等问题依然阻碍着MOOC的长远发展。本研究通过半结构化访谈获取原始资料,在扎根理论的指导下,使用NVivo软件对访谈文本进行开放式编码、主轴编码和选择性编码。经过理论饱和度检验,构建了MOOC学习者持续使用意愿影响因素模型。研究表明,个人状况、平台吸引、课程适应和外界影响会对MOOC学习者持续使用意愿产生影响。其中,个人状况属于内部因素,平台吸引、课程适应和外界影响属于外部因素。外部因素会对内部因素产生一定的调节作用。结合研究结论和MOOC发展的实际情况,本研究从MOOC平台的角度提出“优化平台,增强吸引力”“精研课程,提高适配度”“创新机制,扩大影响力”三条建议。这些建议旨在为增强学习者对MOOC的持续使用意愿和MOOC的可持续发展提供借鉴。

At present,the scale of MOOC users has shown a rapid growth trend,but problems such as low course completion rate and poor learning continuity still hinder the long-term development of MOOC.This study obtains the original data through semi-structured interviews.In light of grounded theory and by using NVivo software,it carries out open coding,spindle coding and selective coding on the interview text.After the theoretical saturation test,it constructs the influencing factor model of MOOC learners’continuous use intention.The research shows that personal status,platform attraction,course adaptation and external influence have an impact on MOOC learners’continuous use intention.Among them,personal status is an internal factor,platform attraction,course adaptation and external influence are external factors,and the latter has a certain regulatory effect on internal factors.By combining the research conclusion and the actual situation of MOOC development from the perspective of MOOC platform,it puts forward three suggestions:“optimize the platform,enhance the attractiveness”,“refine the curriculum,improve the fitness”,“innovate the mechanism,expand the influence”,all of which can enhance the learners’continuous use intention,and provide reference for its sustainable development.