디지털전환 환경에서 액티브시니어의 지각된 뷰티케어 교육서비스품질이 학습몰입, 학습자기효능감 및 지속참여의도에 미치는 영향 - 디지털리터러시의 조절 효과

초록

This study investigates the effects of perceived beauty care education service quality on learning flow, learner self-efficacy, and continuance participation intention among active seniors in a digital transformation environment, and examines the moderating role of digital literacy. Data were collected from 397 active seniors aged 50 to 69 who had participated in beauty care education and analyzed using confirmatory factor analysis, Pearson’s correlation analysis, path analysis, and multi-group analysis. The results indicated that beauty care education service quality significantly influenced learning flow, learner self-efficacy, and continuance participation intention. Learning flow and learner self-efficacy also significantly affected continuance participation intention. Moreover, the effects of service quality on learning flow and learner self-efficacy were stronger in the high digital literacy group. These findings offer practical implications for developing senior-friendly beauty care education services by emphasizing operational reliability, learner support, and digital accessibility.

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