An Empirical Study on the Users' Continuance Intention About MOOC: Based on Attachment Theory

As one of the main forms of online education, MOOC (Massive Open Online Course) has become more and more prominent in the field of online education due to its diversification of resources, perceived ease of use about courses, wide popularity in society and so on. However, there are some problems at the same time such as high dropout rate. In this research, we construct the research model on learners' continuance intention combining the theory of attachment and the theory of social technology system. The continuance intention is positively influenced by word of mouth, personalization service, telepresece, functional attachment, emotional attachment. Finally, according to the result of empirical analysis, the study makes suggestions for MOOC platforms. The implications of the findings are discussed