Moocs magnetism: Investigating the multidimensional factors influencing student appreciation and enrolment intentions

Abstract

This research paper aims to bridge this critical knowledge gap by systematically investigating the factors that influence student acceptance, appreciation, and ultimately, enrollment in MOOCs. This study investigates the multifaceted factors influencing student acceptance, appreciation, and enrollment intentions in Massive Open Online Courses (MOOCs), in Indian educational context MOOCs have a transformative potential in democratizing access to quality education, persistent low engagement and completion rates highlight a critical paradox. Existing theories often fall short in comprehensively articulating the aggregate impact of multi-sensory and interpersonal dimensions such as instructor or presenter body language, facial expressions, lecture delivery, and overall production ambiance on initial enrolment decisions. Employing a quantitative approach, where 500 student responses have been collected through 5-point Likert scale applied Exploratory Factor Analysis (EFA) for theory generation and contextual validation, followed by Confirmatory Factor Analysis (CFA) to confirm the derived measurement model. This research aims to uncover the factors that holistically attract learners, and their engagement in MOOCs. The findings are expected to bridge a significant theoretical and practical gap in understanding MOOC adoption in emerging economies.