earticle

영어

This study explores the impact of AI curriculum service quality on immersion, self-efficacy, and behavioral intentions among beauty majors. Data were collected via an online survey and analyzed using SPSS 26.0, with reliability tests, exploratory factor analysis, correlation, and regression analyses. The results revealed that tangibility and assurance did not significantly influence immersion or self-efficacy, suggesting students prioritize practical outcomes over superficial features. In contrast, immersion and self-efficacy positively affected behavioral intentions, underscoring the importance of interactive and practical curriculum design. Learner satisfaction also significantly influenced word-of-mouth intentions, highlighting the need to improve learning processes and experiences. Institutions should focus on enhancing interactivity and practicality to boost engagement, satisfaction, and sustainable educational outcomes.

중국어

本研究旨在探讨AI教学课程的服务质量对美容专业大学生的沉浸感, 自我效能感及行为意图的 影响. 数据通过线上问卷调查收集, 并利用SPSS 26.0进行信度分析, 探索性因子分析, 相关性 及回归分析. 研究结果表明, 服务过程的有形性和可靠性对学习者的沉浸感和自我效能感无显著 影响, 这表明学生更关注课程的实际效果和实用性. 然而, 沉浸感和自我效能感对学习者的行 为意图有积极影响, 突出了互动性和实用性在课程设计中的重要性. 此外, 学习者的满意度对 口碑意图有显著的积极影响, 这强调了优化学习过程和体验的必要性. 总之, 教育机构应专注 于加强实践应用性和学习体验的互动性, 以提升学习者的参与度和满意度, 并促进积极的口碑 传播, 从而为教育服务的可持续发展奠定基础.