DO YOU REALLY WANT TO LEARN? THE MOTIVATING REASONS BEHIND INDIVIDUAL’S SWITCHING BEHAVIOUR ON NONFORMAL EDUCATION PLATFORM BASED ON PUSH-PULL-MOORING FRAMEWORK

While the online learning industry has a positive growth rate, the completion rate has remained low in recent years. Previous studies have examined the influence of the push-pull-mooring effect on individuals' intentions to switch to non-formal educational platforms. Since financial and usability factors had been overlooked, this study added perceived price and perceived usefulness factors. Based on the push-pull-mooring framework, the study aimed to explore the drivers of users’ intentions to switch for performance on non-formal education platforms. Data were gathered through an online survey of 370 respondents. Covariance-based structural equation modeling (CB-SEM) was used to analyze the data. The study's results showed an indirect influence of perceived price and perceived usefulness factors on individuals' switching intentions. By understanding the driving reasons behind the intention to switch to non-formal education platforms, the research was expected to assist education platform providers in developing platform services aligned with user needs.