PACIS 2019 Proceedings

Abstract

Small Private Online Course (SPOC) platform enables individuals to carry out their learning tasks both online and offline. In order to understand individuals’ utilization of SPOC, this study develops a research model to examine the joint influences of three types of perceived fit manifested in perceived technology-task fit (TTF), perceived individual-technology fit (ITF) and perceived online-offline fit (OOF). A survey was conducted in a famous university of China and 371 data were collected from students who selected courses on the SPOC platform. Structural equation modelling method was used to examine the research model. The empirical results suggest that ITF is the most significant antecedent of individual performance expectancy, followed by OOF and TTF. Moreover, individual performance expectancy has a positive influence on user satisfaction and individuals’ continuance intention in the SPOC platform. A post-hoc analysis further indicates that student’s GPA positively moderates the relationship between online participation behavior and course performance. This study extends the traditional perceived fit framework by introducing perceived online-offline fit, and uncovers the antecedents and outcomes of individuals’ utilization in the emerging research context of SPOC.

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