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Online learning in higher education has a motivation problem. Many students don’t complete online courses, while others finish by just “checking the boxes,” without engagement or real learning. This presentation proposes using an expectancy-by-value based model of learning motivation to research students’ motivations toward and during online learning, summarizes research supporting the model, and invites participants to discuss the model, possible research strategies, and potential collaboration in cross-institutional research on students’ motivations in online learning.