Factors Associated with Intention to Recommend Online Course to Others
Keywords:
Intention to recommend, Online learner, Online course, KKU AcademyAbstract
This research examined online learners' opinions on online courses and factors associated with their intention to recommend online courses to others. Secondary data from 5,234 course evaluation forms were analyzed using descriptive and inferential statistics. Multiple logistic regression analysis was employed to identify the associated factors. The study found that most learners perceived the course's media materials as high quality (91.94%) and the quizzes as aligned with learning objectives (90.64%). After completing the course, a significant majority felt they learned a lot from the course (89.09%) and could apply the knowledge to their work or daily life (85.52%). More than two-thirds of the learners (71.86%) intended to recommend the course to others. It was found that learners who enjoyed the course (AOR=7.40; 95%CI=6.26-8.73) were statistically significantly more likely to intend to recommend online courses to others. Additionally, learners who perceived the course content as easy to understand, had high quality media materials, learned a lot from the course, met their learning goals, and could apply the knowledge to their work or daily life were also statistically significantly more likely to recommend online courses to others. Therefore, the development of online courses should consider the appropriate design of content and supporting media materials to effectively convey knowledge to learners. Moreover, the content should also meet learners' needs and be applicable to their daily lives, as these will increase the possibility of learners intending to recommend online courses to others.
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