Research on technology adoption and promotion strategy of MOOC

Abstract

This study focuses on special requirements on MOOC adoption of Chinese higher education student group (CHESG). Firstly the factors that will affect MOOC adoption of CHESG are analyzed based on the technology adoption model (TAM). Then structural equation model is built, and ten hypotheses are proposed. In the model, the correlations between perceived usefulness, perceived reputation, willingness to use social network, perceived costs, perceived ease of use and interactivity and MOOC adoption intention are investigated. Lastly, according to the results of model, some suggestions are put forward for the promotion of MOOC among CHESG.