Abstract
ABSTRACT Small Private Online Courses (SPOCs) platform enables individuals to carry out their online and offline learning activities. In order to understand individuals’ utilisation of SPOCs, this study develops a research model to examine the joint influences of four dimensions of perceived fit manifested in perceived technology-task fit (TTF), perceived individual-technology fit (ITF), perceived online-offline task fit (OTF), and perceived online-offline interactivity fit (OIF). A survey is conducted at a famous university in China, and 371 data are collected from students who select courses on the SPOC platform. Structural equation modelling method is used to examine the research model. The empirical results suggest that ITF is the most significant antecedent of individual performance expectancy, followed by OTF, TTF, and OIF. Furthermore, individual performance expectancy positively influences satisfaction and continuance intention in the SPOC platform. Moreover, this study incorporates self-regulation as a moderator to explore behavioural differences between individuals with high and low self-regulation. This study extends the traditional perceived fit framework by introducing OTF and OIF and uncovers the antecedents and boundary conditions of individuals’ utilisation of SPOCs in the emerging research context.
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