The Mediated Effect of Program Usefulness in the Relationship between the Motivation of University Students majoring in Beauty Major and the Intent to Participate

Abstract

The purpose of this study is to investigate the mediating effect of program usefulness in the relationship between the comparison of college students majoring in beauty and the motivation to participate in the program and the willingness to continue participation. It also aims to identify their motivation to participate and to increase their future involvement. The data collection method for this study was a survey conducted among beauty college students who experienced extracurricular programs while attending a four-year university. A total of 135 samples were used for the final analysis. Questionnaires with unfaithful responses were excluded. The collection period ran from September 14 to December 12, 2020. The data collected was analyzed using the SPSS 25.0 program. Investigative factor analysis, reliability analysis, frequency and percentage calculations, technical statistical analysis, correlation analysis, multiple regression analysis, and a Sobel-test were conducted. The results of this study are as follows: First, the usefulness of the program was significant in terms of the correlation with objective orientation, activity orientation, and learning orientation, which were sub-factors of the motivation for participation, and also with the willingness to continue with participation. Second, goal orientation, activity orientation, and learning orientation, which are sub-factors of the motivation for participation, were shown to affect the usefulness of the program. Third, goal orientation and learning orientation, among the motivation for participation, were shown to directly affect the willingness to continue with participation. Fourth, program usefulness was shown to affect the willingness to continue with participation, as well. Fifth, The usefulness of the program was found to have a mediating effect in part on goal orientation and learning orientation among the sub-factors of participation motivation, and influence the intention to continue participation. That is, goal orientation and learning orientation have a direct effect on the intention to continue to participate, and it can be said that they have an indirect effect on the intention to continue to participate through the usefulness of the program. These findings will help suggest ways to sustain and promote participation in extracurricular programs.