درخت حوزه‌های تخصصی

The emergence of celebrities dates back to the mid-19th century, with some scholars tracing their origins to even earlier periods. However, it was the commercialization of the Internet in the 1990s, and more significantly, the rise of the social media industry in the mid-2010s that gave birth to what is now commonly referred to as the "celebrity industry." This industry has experienced a continuous upward trajectory ever since. While individuals with a discerning outlook may perceive celebrities, especially microcelebrities, as superficial and lacking in merit for societal attention, it is essential to recognize their pivotal role in reshaping global economic dynamics. This paper aims to elucidate the undeniable influence of celebrities, particularly microcelebrities, in stimulating ordinary individuals to allocate their hard-earned resources toward non-essential expenditures. Indeed, as the concept of 'consumption' itself has evolved into a potent driving force, celebrities' impact transcends economic domains, extending into the realms of society, personal life, culture, and even politics. This paper endeavors to elucidate the multifaceted consequences of this phenomenon.

Purpose: This study uses TAM theory to better understand variables that are indicative of MOOCs’ courses’ completion rates; furthermore, this paper scrutinizes the quantitative relationship between MOOC platform usage and learning satisfaction. Methodology: This was an applied research in a virtual community called Coursera where people all over the world participate. The research design was quantitative and the questionnaire link was posted on the Coursera, with convenience sampling. Data collection process started from November 12, 2020 until February 23, 2021, and 234 users of the selected MOOC platform (Coursera) participated to evaluate the proposed model. A multivariable systematic technique (PLS) was applied to analyze the model. To conduct the reliability test, individual item loadings and internal consistency were consulted. Convergent validity of the model was measured via the Structural Equation Model (SEM). The examination of the SEM was incorporated an evaluation of the path coefficients and R2 values. Findings: The loadings of all measurement items are larger than 0.792, indicating sound internal reliability of the dataset. Moreover, the Cronbach's alpha values are all > 0.7 which proves the internal consistency of the research model. In this research, the range of CR is 0.838 to 0.947 and the range of AVEs 0.634–0.857, both exceeding the threshold values for desirable convergent validity. To obtain discriminant validity, the square root of AVE should be larger than the correlation among the constructs. The value of each AVE’s square root is greater than the off-diagonal components. The model explains 21.1% of the variance in perceived usefulness, 20.9% in perceived ease of use, 26.9% in attitude to use, 20.0% in MOOC platform actual usage and 24.2% of the variance in learning satisfaction. The path coefficient from quantity and quality of knowledge (β=0.261, p<0.01) and perceived feedback (β=0.215, p<0.01) to PU are positive. The results show that perceived feedback (β=0.275, p<0.01), perceived complexity (β=-0.367, p<0.01) significantly and meaningfully affect PEOU. The PU showed a positive and strong effect on attitude to use (β=0.271, p<0.01), MOOC platform actual usage (β=0.360, p<0.01), and learning satisfaction (β=0.277, p<0.01). Conclusion: The results indicated that the quantity and quality of the knowledge and perceived feedback have a positive and significant impact on the perceived usefulness of MOOCs. The perceived complexity as a negative construct was found to be an important indicator of MOOC platforms usage.