Research on the Continuance Intention of MOOC Platforms Based on the Technology Acceptance Model : A Case of MOOC Learning Platforms in Chinese Universities

With the development of MOOC, college students are the group with the largest social impact and the highest acceptance of MOOC education in China. However, there are still insufficient empirical studies on this group’s continuance intention of MOOC platform. Based on the immersion theory, this paper integrates the information system success model and the technology acceptance model to construct the theoretical model of Continuance intention of the MOOC platform in Chinese universities, and reveals the influence of the quality of the MOOC platform itself on the continuance intention. By constructing a structural equation model, this paper makes an empirical analysis, showing that the information, system and service quality of MOOC platform in Chinese universities have a positive impact on students’ continuance intention of MOOC platforms. The research results of this paper have theoretical and practical implications for the construction of MOOC platform.