Measuring the motivations of adult learners to engage in MOOCs, A Finnish case study

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorGloukhovtsev, Alexei
dc.contributor.authorLaitinen, Pyry
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2024-06-23T16:05:05Z
dc.date.available2024-06-23T16:05:05Z
dc.date.issued2024
dc.description.abstractAdult education is vital for enhancing economic prosperity, individual life satisfaction and social equality. Despite its importance, participation in adult education remains concerningly low. This thesis aims to support European Initiatives to promote lifelong learning by measuring the motivations of adult learners to engage in Massive Open Online Courses (MOOCs). Using the framework of the Self-Determination theory of motivation, this study analyses the experiences of Finnish MOOC participants (n=330) to understand the primary motivations of adults participating in online education. The results indicate that age, education and previous experience influence study motivation and that intrinsic motivation has a significant impact on course completion rates. These insights are used to identify strategies MOOCs can implement to amplify their impact and to increase retention. Recommendations focus on increasing relatedness by lowering barriers to student interaction, enhancing autonomy through improved course design, and expanding course outreach through targeted marketing segmentation. The strategies are designed to be useful for both MOOC designers as well as MOOC platforms, with the aim of supporting the creation of more effective and engaging learning environments for adult students across Europe.en
dc.format.extent65 + 10
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/129197
dc.identifier.urnURN:NBN:fi:aalto-202406234782
dc.language.isoenen
dc.locationP1 Ifi
dc.programmeMarketingen
dc.subject.keywordadult educationen
dc.subject.keywordstudy motivationen
dc.subject.keywordlifelong learningen
dc.subject.keywordMOOCen
dc.subject.keywordself-determination theoryen
dc.titleMeasuring the motivations of adult learners to engage in MOOCs, A Finnish case studyen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.ontasotMaster's thesisen
dc.type.ontasotMaisterin opinnäytefi
local.aalto.electroniconlyyes
local.aalto.openaccessyes
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