Adult Learners' Online Engagement and Perceived Outcomes with Educational Key Opinion Leaders: a Two-Phase Study

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Proceedings of the 2023 26th International Conference on Computer Supported Cooperative Work in Design, CSCWD 2023


In recent years, especially during COVID, an increasing number of adult learners are flocking to e-learning platforms or mobile Apps for either personal or professional development. This research is built upon the constructivism model to investigate adult learners' satisfaction, perceived learning outcome, and recommendations towards Educational Key Opinion Leaders (Edu-KOLs). A two-phase study was designed specifically for this purpose, firstly using an online questionnaire distributed via the WeChat Platform to 203 per-qualified adult learners in China, followed by a one-on-one interview with selected ten. We adopted the quantitative research approach using partial least squares structural equation modelling (PLS-SEM) to interpret the collected data. The findings revealed that Edu-KOLs' knowledge level and course content have a significant influence on learners' perceived learning outcomes and customer advocacy. It was also indicated that higher engagement and interaction levels are favourably associated with their advocacy for the course and review for future potential learners.

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