Continuance intention to use MOOCs: Integrating the technology acceptance model (TAM) and task technology fit (TTF) model

The purpose of this study is to propose a unified model integrating the technology acceptance model (TAM), task fit technology (TTF) model, MOOCs features and social motivation to investigate continuance intention to use MOOCs. A sample of 252 participants in China that have already used MOOCs took part in this study. Structural equation modeling implemented via partial least squares (PLS) is conducted to test the research hypotheses. The results show that research framework for integrating the TAM for the adoption and TTF model for utility provides a more comprehensive understanding of the behaviors related to this context: (1) perceived usefulness and attitude are critical to the continuance intention to use MOOCs; (2) perceived usefulness is a significant mediator of the effects of perceived ease of use, task-technology fit, reputation, social recognition and social influence on continuance intention; (3) perceived ease of use, task-technology fit, reputation, social recognition and social influence are found to play important roles in predicting continuance intention; (4) individual-technology fit, task-technology fit, and openness affect the perceived ease of use; (5) unexpectedly, perceived ease of use and social influence have no significant effect on attitude, and individual-technology and openness do not affect perceived usefulness.