Investigating the relationships between MOOC consumers' perceived quality, emotional experiences, and intention to recommend: an NLP-based approach

Lan Ma, Saeed Pahlevan Sharif, Arghya Ray, Kok Wei Khong

Research output: Journal PublicationArticlepeer-review

6 Citations (Scopus)


Purpose: The paper aims to explore and examine the factors that influence the post-consumption behavioral intentions of education consumers with the help of online reviews from a Massive Open Online Course (MOOC) platform in the knowledge payment context. Design/methodology/approach: The paper adopted a novel mixed-method approach based on natural language processing (NLP) techniques. Variables were identified using topic modeling drawing upon 14,585 online reviews from a global commercial MOOC platform ( The relationships among identified factors, such as perceived quality dimensions, consumption emotions, and intention to recommend, were then tested from a cognition-affect-behavior (CAB) perspective using partial least squares structural equation modeling (PLS-SEM). Findings: Results indicate that course content quality, instructor quality, and platform quality are strong predictors of consumers' emotions and intention to recommend. Interestingly, course content quality displays a positive effect on invoking negative emotions in the MOOC context. Additionally, positive emotions mediate the relationships between three perceived qualities and the intention to recommend. Originality/value: Limited research has been conducted regarding MOOC consumers' post-consumption intentions in the knowledge payment context. Findings of this study address the limited literature on MOOC qualities and consumer post-consumption behaviors, which contribute to a comprehensive understanding of MOOC learners' experiences at a meso-level for future paid-MOOC creators. Peer review: The peer review history for this article is available at:

Original languageEnglish
Number of pages22
JournalOnline Information Review
Issue number3
Early online date6 Sept 2022
Publication statusPublished - 9 May 2023
Externally publishedYes


  • Consumer behavior
  • Consumption emotions
  • Intention to recommend
  • Massive open online courses (MOOCs)
  • NLP-based approach
  • Perceived quality

ASJC Scopus subject areas

  • Information Systems
  • Computer Science Applications
  • Library and Information Sciences


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