Abstract
MOOCs (Massive Open Online Courses) users continue to rise in number globally, and accordingly, the electronic word of mouth (eWOM) for MOOCs is an important source of information for MOOCs learners, but research on the effects of MOOCs eWOM is still lacking. Therefore, from the perspective of group size and group recognition in the MOOCs online review forum and the internal relationships in the MOOCs course learning forum, this paper studies the influence mechanism of MOOCs eWOM on the number of registrations and completions. First, according to the literature review, based on the number of online reviews, the online rating valence and eWOM publishers in the MOOCs online review forum, as well as the number of posts and the number of teaching assistants in the MOOCs course learning forum, research hypotheses are proposed in this study to construct a conceptual model. Second, Coursera is the typical MOOCs platform that is selected as the research object to obtain data from November 2018 to August 2019. Third, after preprocessing the data, on the basis of the Hausman test, the corresponding fixed effect of an econometric model is established, and Stata is used to process the data to verify the research hypotheses. Finally, according to the research conclusions related to eWOM, to improve the number of registrations and completions of MOOCs, development suggestions are proposed for MOOCs platform providers and MOOCs course providers, as well.
Highlights
According to the research conclusions related to electronic word of mouth (eWOM), to improve the number of registrations and completions of MOOCs, development suggestions are proposed for MOOCs platform providers and MOOCs course providers, as well
Adding explanatory variables on the basis of Model 1, the fitting degree R square in Model 3 are 0.9047 and 0.8222, which shows that explanatory variables of the number of online reviews and the online rating valence by both completed learners and uncompleted learners in the online review forum have an important influence on the number of MOOCs registrations and the number of MOOCs completions
2) INFLUENCE OF eWOM ON THE NUMBER OF MOOCS ONLINE COMPLETIONS According to the analysis results of Model 2, the regression coefficient of the number of reviews is 0.775 (p
Summary
Cs (Massive Open Online Courses), as an emerging Internet education model, represents a new stage in the development of open education resources for students worldwide. The MOOCs platform provides both the online review forum and the course learning forum. The MOOCs platform provides online review functions, and it will use electronic word of mouth (eWOM) for their audience. The online review function has become an important source for consumers to obtain product information and reduce product uncertainty. The online review function of a MOOCs platform has become an important source for MOOCs learners to obtain course information and reduce the uncertainty of the course selection. Many studies discuss the learning behavior of MOOCs learners from the perspectives of the motivation of learners and the courses provided by the MOOCs platform [7]. From the perspective of eWOM, this article explores the impact mechanism of MOOCs eWOM on MOOCs registration and completions, which can provide a theoretical basis for improving the effectiveness of the MOOCs
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