Toward an Understanding of University Students' Continued Intention to Use MOOCs: When UTAUT Model Meets TTF Model

This study tries to propose a unified model integrating the unified theory of acceptance and use of technology (UTAUT) model, task-technology fit (TTF) model, and user satisfaction to investigate the determinants that affect university students' continued intention of using massive open online courses (MOOCs). Based on the data of a survey on 464 respondents, structural equation modeling is adopted to assess the model. The results reveal that performance expectancy, effort expectancy, social influence, and user satisfaction are the crucial predictors of university students' continued intention. TTF has an indirect influence on continued intention through user satisfaction. Performance expectancy is affected both by effort expectancy and TTF. Facilitating conditions do not directly influence continued intention; however, they present indirect influences in that they play a mediating role for user satisfaction. The findings help researchers and practitioners to attain a better understanding of university students' continued usage intention of MOOCs. The implications and limitations of this study are also described.