미용사의 자원봉사활동 참여동기가 활동몰입 및 지속의도에 미치는 영향

This study identifies the impact of beauticians’ volunteering participation motivation on activity commitment and continuance intention and provides basic data to encourage volunteering in the future. A survey was conducted between March 1, 2023 and March 20, 2023 with beauticians with experience in volunteering in Gwangju, Korea. A total of 250 copies of the questionnaire were distributed and 227 copies were used for the final analysis. Frequency analysis, factor analysis, reliability analysis, descriptive statistical analysis, correlations, and multiple regression analysis were conducted on the collected data using SPSS 25.0. The key results from the analysis are as follows: First, regarding beauticians’ volunteering, the higher their motivation for self-development, leisure, and the cause, the higher the degree of their cognitive commitment. Moreover, the higher their motivation for self-development and leisure, the higher the degree of their behavioral commitment. Second, the higher the beauticians’ motivation for self-development and leisure, the higher their continuance intention. Third, regarding beauticians’ activity commitment, higher cognitive and behavioral commitment indicated a higher continuance intention. These results suggest that the higher the beauticians’ volunteering participation motivation, the higher their behavioral commitment and continuance intention.