Factors	Items	Item	Reference
Knowledge attractiveness	KNA1	I pay more attention to the courses of instructors with professional knowledge.	Shen et al. (2010)
	KNA2	I will buy the course if the instructor is famous.
	KNA3	I think a course taught by an instructor with expertise is more attractive.
Communication attractiveness	COA1	I think instructors with good communication skills are more persuasive.	Shen et al. (2010)
	COA2	I would prefer to be involved in a class where the instructors interact with me on a regular basis.
	COA3	I think instructors are good at communicating to make the course more interesting.
Physical attractiveness	PHA1	MOOC’s instructors make me feel comfortable visually.	Zheng et al. (2020)
	PHA2	The course instructor seems friendly I will participate actively.
	PHA3	I think a course led by an instructor with a good image is more attractive.
Thirst for knowledge	THK1	In class, I want to know more about what the instructor has just said.	Lamnina and Chase (2019)
	THK2	In class, I want to find out more about what I have learned.
	THK3	I want to acquire more knowledge and skills.
Parasocial relationship	PAR1	I look forward to seeing the instructors on the platform.	Hu et al. (2020)
	PAR2	I will interact with the instructor on the platform.
	PAR3	The class instructor makes me feel comfortable, like an old friend.
Courses completed	COC1	I have listened to all the contents of the course.	Evans et al. (2016)
	COC2	I have completed all assignments and exams.
	COC3	I have achieved the desired results and certificates.
Workplace benefits	WOB1	Career skills acquired through MOOC help me achieve more benefits.	Haryono et al. (2020)
	WOB2	The knowledge and experience acquired through MOOC could potentially lead to my promotion.
	WOB3	The career skills acquired through MOOC have enabled me to gain more development opportunities in the company.