How Micro Lecture Videos Trigger the Motivation of Learners of Coursera: A Comparative Study Based on ARCS Mode

The relatively low retention rates of learners have an implication that learners might disengage in a MOOC course. Engagement and motivation always go hand in hand. The elaborate design of strategies to trigger and retain learners´ motivation is helpful to increase the rates of course completion. To address this, we applied content analysis method to analyze the micro lecture videos of six courses in Coursera according to ARCS model of motivation suggested by Keller. This study reports the categories of the strategies to motivate learner that used in these videos and the differences between Chinese produced and other countries produced video courses. These results inform some suggestions of future design suggestions for Micro instructional videos.