Extending UTAUT Model to Examine MOOC Adoption


  • Shrikant Mulik
  • Dr. Manjari Srivastava
  • Dr. Nilay Yajnik


The purpose of this study is to examine the adoption of Massive Open Online Courses (MOOC) by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) with an addition of Perceived Value construct. Data was collected from 310 individuals, who had enrolled in at least one MOOC offered by MOOC providers such as Coursera, edX and FutureLearn. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to test the reliability and validity of the data, and the hypothesized relationships. The results revealed that performance
expectancy, effort expectancy, social influence, facilitating conditions and perceived value have a significant influence on intention to use MOOC. Together they predicted 49% of the variance in intention. The study makes a theoretical contribution by validating the extension of UTAUT in the context of MOOC adoption. It also has practical and policy implications.


Massive Open Online Course (MOOC) is a new phenomenon in the education domain. It is an online course, which can be accessed over the internet using a desktop, a laptop or a smartphone. It is typically offered to an adult learner to complete in a specific time period such as six weeks. MOOC may or may not have a massive enrolment, but it is designed for the same. It offers videos for teaching. Assessment is done
using auto-gradable quizzes and peer-reviewed assignments. Majority of MOOCs offer content for free while assessment and certification are offered for a fee.

There are more than 30 MOOC providers and the number seems to be only increasing. There are private enterprises such as Coursera, Udacity and Canvas Network, which have launched MOOCs. Many MOOC providers are supported by a university or a group of
universities. For example, edX was launched by Harvard University and MIT, which were later joined by other universities from across the globe. The National Program on Technology Enhanced Learning (NPTEL) in India has been supported by Indian Institutes of Technologies (IITs) and Indian Institute of Science. Similarly, eWant MOOC platform was launched by Taiwanese National Chiao Tung University. Governments are also supporting country-specific platforms to offer MOOCs. For example, the Mexican government has funded MexicoX, which has got more
than 85% users from Mexico. Similarly, the Indian government is promoting the Study Webs of Activelearning for Young Aspiring Minds (SWAYAM) platform for providing MOOCs to Indian students and professionals.

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