ACIS 2024 Proceedings

Abstract

This mixed-method study examines the selection and enrolment processes in Massive Open Online Courses (MOOCs), focusing on how signalling effects and landing page features influence learner decisions. As MOOCs have reshaped the educational landscape, particularly during the COVID-19 pandemic, this research addresses a significant gap in understanding learner navigation and response to MOOC offerings. The study utilizes qualitative analysis to gather initial insights into learner behaviours, followed by a quantitative phase employing signalling theory and dual-conjoint analysis. It assesses how features like institutional prestige significantly impact learner choices on platforms such as Coursera and edX, while course difficulty and effort have less influence. Despite some inter-platform differences, these effects are consistent across various levels of learner self-efficacy, indicating that perceived course quality signals predominantly drive the MOOC selection process. This research provides valuable insights for optimizing MOOC design and marketing strategies, underscoring the need for further exploration of signalling effects.

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