林裕淩
國立勤益科技大學企業管理系
Email：yllin2@ms27.hinet.net
洪子庭
國立勤益科技大學企業管理系
Email：n035635v@hotmail.com
Abstract
The advancement of information communication technology (ICT) has freed education and learning from the constraints of time, location and environment, thereby transforming digital learning into a vital application of education today. The introduction of Massive Open Online Courses (MOOCs) has further sparked a new trend for online learning. In order to determine the target values that learners seek in MOOCs, the study has adopted the Means-end Chains (MECs) theory and the ladder interview technique in order to illustrate the structure of MOOCs platform attribute – learning consequence – terminal value from the perspective of learners. Findings of the research show that through platform attributes such as Rich course content, Real-time discussion platform, Video instruction, Diploma and so forth, learners were able to benefit from the learning consequences of Enhanced knowledge comprehension, Facilitation of learning exchanges and interactions, Convenient time management and Improved competitiveness to deliver the terminal values of Enjoyment of life, Self-fulfillment and Sense of accomplishment. The research also takes one step further to discuss the discrepancy between different learner groups with different durations of sessions and their respective management significance. Results of the research will be made available to platform designers for the formulation of marketing strategies and educators for the design of teaching guidelines that will help boost learners’ motivation and optimize the learning environment for MOOCs.
Keywords :MOOCs, digital learning, online education, means-end chains