Understanding Student Intentions to Take Online Courses: A Theory-Driven Examination of Adoption Factors and Prior Experience

Online education options have expanded rapidly, yet empirical knowledge of students' adoption choices remains relatively limited. Within higher education, it is important for both instructors and administrators to understand what students value in online courses in order to provide a quality learning experience and manage enrollment demands. The current work applies and expands on the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine factors involved in course modality choices. Study 1 (N = 257) uses a single discipline to validate measures of online course perceptions and provide initial predictive evidence. Study 2 (N = 1257) examines adoption intentions among students in a wide range of disciplines. Performance expectancies, hedonic motivation, and flexibility emerged as the most substantial factors in student decisions about course modality. The results also reveal shifts in online course perceptions over time, including larger shifts for students with no prior online course experience. These findings expand current understanding of why students choose to take (or avoid) online courses, particularly concerning the role of flexibility in enrollment decisions.