Effects of learners’ course network characteristics on continuous online learning: moderation roles of social learning and social exposure

Promoting continuous learning behavior is a key challenge for online learning. The present paper empirically examines the effects of course network characteristics including course network size, course network diversity, and course strong ties on continuance behavior, considering the moderating impacts of social learning and social exposure. Ordinary least squares regression is employed to validate the effects, using a data set of 2190 users and information on 65,080 courses that was collected from the Chinese University MOOC, which is the largest MOOC platform in China. The results show that those who registered for smaller course size, greater network diversity, and stronger ties between courses are more likely to engage in continuous learning in MOOCs. Further, social learning weakens and social exposure strengthens the positive relationship between course network diversity and continuance behavior. And the negative impact of course network size on continuance behavior is alleviated by social exposure. This research provides a deep understanding of continuance behavior in MOOCs and guidelines for reducing the high dropout rate in online learning.