Students' Perspectives on Factors Influencing Attitudes and Behaviors Toward Coursera in the Era of Online Learning

In the era of online learning, the emergence of Massive Open Online Courses (MOOCs) has opened up numerous opportunities for students to access educational resources from countries with advanced education systems. Coursera has become an essential tool for students to engage with high-quality educational content. This study focuses on identifying the behavioral attitudes and factors influencing students' decision-making in using Coursera in the digital learning era. Based on the Theory of Planned Behavior (TPB), the research explores attitudes, subjective norms, perceived behavioral control, behavioral intentions, and ultimately, the actual use behavior. By combining surveys and in-depth interviews, the study collected opinions from 202 students, primarily from FPT University Can Tho, along with 20 participants in in-depth interviews. The results, analyzed using SPSS, reveal positive attitudes toward Coursera. These attitudes, along with agreement on factors influencing user decisions, are shaped by the platform's content quality, teaching methods, flexibility, and credibility. Additionally, subjective influences from lecturers, peers, and family members, as well as perceived behavioral control over the platform's usability, play significant roles. The study not only provides insights into students' online learning behaviors but also proposes improvements to optimize user experiences and enhance Coursera’s value in higher education. However, challenges such as limited personalized interactions and unexplored barriers remain.