The Impact of AI Utilization Awareness on Beauty College Students’ Intention to Continue Learning: Focusing on the Mediating Effect of Learning Immersion

This study aims to examine the effects of AI Utilization on Intention to continue learning among college students majoring in beauty, and furthermore, to empirically analyze the mediating effects of Learning Immersion in this relationship. Data collected from a survey of 301 beauty-major college students in Busan, Daegu, and Gyeongnam were statistically analyzed, yielding the following results. First, a significant positive correlation was confirmed among AI Utilization, Learning Immersion, and Intention to continue learning. Second, Usefulness significantly promoted cognitive and emotional immersion, while Reliability significantly enhanced emotional and behavioral immersion. Notably, emotional immersion emerged as the most critical factor in determining Intention to continue learning. Third, Learning Immersion was demonstrated to have a significant partial mediating effect between AI Utilization and Intention to continue learning, serving as a core psychological mechanism that drives academic continuity. These findings suggest that a positive perception of AI technology and emotional satisfaction are vital components in sustaining beauty education. Furthermore, the study highlights the necessity of establishing a hyper-personalized learning environment through structured, step-by-step AI literacy education and the integration of generative AI.