CRITICAL FACTORS INFLUENCING MOOCS RETENTION: THE MEDIATING ROLE OF INFORMATION TECHNOLOGY

Abstract

In the current digital era, Massive Open Online Courses (MOOCs) are considered as an educational revolution specifically in the current situation of COVID-19. Although students from all over the globe register for MOOCs, only a small proportion of participants complete the online courses. MOOCs at present encounter the problem of low retention rates, thus providing numerous research gaps. This paper investigates the impact of critical factors such as the instructor’s role, course relevancy, learning outcomes on MOOCs retention. This study also analyzes the mediating role of IT (Social Media) between critical factors and MOOCs retention and provides feasible solutions for the improvement of MOOCs retention rates. Data were collected from Pakistani participants who attended, registered, or completed any MOOC. The findings of this study indicate that critical factors such as the instructor’s role, course relevancy, learning outcomes have a positive impact on MOOC participants’ retention. The results also confirm the important mediating role of IT (Social Media). The universities and the instructors who offer MOOCs should consider these critical factors when offering an online course. These critical factors can enhance MOOCs participants’ retention leading them to take the courses until certification.