Effect of AI Curriculum Service Quality on Immersion, Self-efficacy, and Behavioral Intention

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.