# An empirical study on the intentions and behaviors of non-art majors in continuously selecting esthetic education courses: integration of ECM and TPB

## TL;DR

This study explores why non-art majors keep enrolling in esthetic education courses by combining two theories and analyzing student data from Chinese universities.

## Contribution

The study introduces an integrated ECM-TPB model to better explain non-art majors' continued course selection in esthetic education.

## Key findings

- Positive attitudes and perceived feasibility strongly influence students' intentions to continue enrolling in esthetic education courses.
- Expectation confirmation and satisfaction indirectly affect sustained selection intentions.
- The integrated model provides greater explanatory power than individual models for understanding course selection behaviors.

## Abstract

To explore non-art majors’ intentions and behaviors of non-art majors concerning their ongoing enrollment in esthetic education courses, we constructed a theoretical framework integrating ECM and TPB for empirical analysis. The study surveyed undergraduate, master’s, and doctoral students from the comprehensive universities in China. Questionnaires were collected from 519 students selected in esthetic education courses during the second semester of 2024, and integrated structural equation modeling was employed for testing. Analysis reveals that students’ positive attitudes toward esthetic education courses and their perceived feasibility of selection are core variables affecting persistent selection intents. Furthermore, expectation confirmation and satisfaction with esthetic education courses indirectly influence sustained selection intentions. Overall, this study provides evidence that the integrated model offers greater explanatory power for non-art majors’ intentions and behaviors regarding continued selection in esthetic education courses compared to any single model considered in isolation. This establishes a comprehensive theoretical framework for in-depth research on the intentions and behaviors of non-art majors regarding continued selection in esthetic education courses. Simultaneously, it offers practical insights for those aiming to enhance the development, promotion, and management of esthetic education courses at comprehensive universities.