Factors influencing behavioral intention to use MOOCs for the Green Entrepreneurship Study: the testing and measurement of an instrument to measure the conceptual framework

The landscape of education is rapidly evolving, driven by the proliferation of digital learning technologies, notably Massive Open Online Courses (MOOCs). MOOCs offer accessible and flexible learning opportunities globally, while simultaneously, green entrepreneurship has emerged as a critical approach to addressing environmental challenges through sustainable business practices. This study aims to build a tool to test the reliability and validity of the conceptual framework of factors influencing behavioral intention to use Massive Open Online Courses (MOOCs) for the Green Entrepreneurship study in higher education institutions in Thailand, targeted at business students. The study adopts the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and the concept of self-efficacy with 7 latent variables and 43 items. The paper uses a sample size of 33 sample respondents to perform the pilot test. The index of item-objective congruence (IOC) for all questions was more than 0.5, indicating the usability of the instrument. Furthermore, a pilot study was used to test the reliability of the instrument and by analyzing the Cronbach’s alpha coefficient at a confidence interval of 95%. The results of the analysis showed that the Cronbach’s alpha coefficient was exceeding 0.93 overall, which was considered as an acceptable level. Thus, the instrument could be used to measure the factors influencing behavioral intention to use MOOCs for the Green Entrepreneurship Study.