The paper describes the research of causal relationships between the factors of technological, organizational, environmental, and personal contexts and their influence on the development of learning intentions in potential students. Its purpose was to develop a mechanism for designing a public online educational resource platform based on the combined TOE/fsQCA model taking into account the synergy of factors influencing student behavior at all stages of the educational process from entering the course to its completion. The research identified 4 and 3 configurations with high to medium and low intention to start learning on the MOOC platform, respectively. Since focusing on consumer demand allows for designing a high-quality MOOC platform, it is advisable to use the combined TOE/fsQCA model both at the stage of constructing the platform structure and at the learning stage to identify optimal learning trajectories taking into account the personal needs of students. Prospects for further research lie in the refinement of conventions, in-depth analysis, and a more detailed study of causal relationships that influence the behavioral motives of MOOC platform students.