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Investigating the relationships between MOOC consumers' perceived quality, emotional experiences, and intention to recommend: an NLP-based approach.
- Source :
-
Online Information Review . 2023, Vol. 47 Issue 3, p582-603. 22p. - Publication Year :
- 2023
-
Abstract
- Purpose: The paper aims to explore and examine the factors that influence the post-consumption behavioral intentions of education consumers with the help of online reviews from a Massive Open Online Course (MOOC) platform in the knowledge payment context. Design/methodology/approach: The paper adopted a novel mixed-method approach based on natural language processing (NLP) techniques. Variables were identified using topic modeling drawing upon 14,585 online reviews from a global commercial MOOC platform (Udemy.com). The relationships among identified factors, such as perceived quality dimensions, consumption emotions, and intention to recommend, were then tested from a cognition-affect-behavior (CAB) perspective using partial least squares structural equation modeling (PLS-SEM). Findings: Results indicate that course content quality, instructor quality, and platform quality are strong predictors of consumers' emotions and intention to recommend. Interestingly, course content quality displays a positive effect on invoking negative emotions in the MOOC context. Additionally, positive emotions mediate the relationships between three perceived qualities and the intention to recommend. Originality/value: Limited research has been conducted regarding MOOC consumers' post-consumption intentions in the knowledge payment context. Findings of this study address the limited literature on MOOC qualities and consumer post-consumption behaviors, which contribute to a comprehensive understanding of MOOC learners' experiences at a meso-level for future paid-MOOC creators. Peer review: The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-09-2021-0482/ [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 14684527
- Volume :
- 47
- Issue :
- 3
- Database :
- Academic Search Index
- Journal :
- Online Information Review
- Publication Type :
- Academic Journal
- Accession number :
- 163586509
- Full Text :
- https://doi.org/10.1108/OIR-09-2021-0482