Digital Repository

An NLP-Based Approach to Modelling of Consumers Perceived Quality and Intention to Recommend in Paid Massive Open Online Courses (Moocs): Mediating Roles of Consumption Emotions

Show simple item record

dc.contributor.author Lan, Ma
dc.contributor.author Sharif, Saeed Pahlevan
dc.contributor.author Ray, Arghya
dc.contributor.author Wei, Khong Kok
dc.date.accessioned 2021-10-29T03:12:10Z
dc.date.available 2021-10-29T03:12:10Z
dc.date.issued 2021
dc.identifier.citation Lan, Ma ,Sharif , Saeed Pahlevan,Ray, Arghya & Wei , Khong Kok(2021) An NLP-Based Approach to Modelling of Consumers Perceived Quality and Intention to Recommend in Paid Massive Open Online Courses (Moocs): Mediating Roles of Consumption Emotions;Business Law, and Management (BLM2): International Conference on Advanced Marketing (ICAM4) An International Joint e-Conference-2021 Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.Pag.229 en_US
dc.identifier.isbn 978-624-5507-15-3
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/23509
dc.description.abstract Paid massive open online courses (MOOCs), which dominants most commercial MOOC platforms, contribute largely to the sustainable development of quality distance education in supporting personal development, professional advancement, and even economic opportunity. However, little attention has been paid to the post-consumption behavioral intentions of those who paid MOOCs. To study this, we utilize a novel mixed-method approach based on natural language processing (NLP) techniques drawing upon 14,585 online reviews from a well-known global commercial MOOC platform, Udemy.com. Perceived quality factors, post-consumption emotions and intention to recommend have been identified by topic modelling technique. The relationships among those factors are examined from a cognition-affect-behavior perspective using partial least squares structural equation modeling (PLS-SEM). The result suggests that positive consumption emotions positively mediate the relationships between course quality, instructor quality and platform quality and intention to recommend, while negative consumption emotions negatively mediate the relationships. Interestingly, course quality displays a positive effect on negative emotions while two other quality factors show negative effects on negative emotions. These findings offer some insights into the emergency paid knowledge market and suggestions for instructional design of online courses. en_US
dc.publisher Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. en_US
dc.subject Consumer Behaviour, Consumption Emotions, Intention to Recommend., Massive Open Online Courses (MOOCs), Perceived Quality en_US
dc.title An NLP-Based Approach to Modelling of Consumers Perceived Quality and Intention to Recommend in Paid Massive Open Online Courses (Moocs): Mediating Roles of Consumption Emotions en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search Digital Repository


Browse

My Account