The Relationship between OTT-Based Online Education Characteristics and Educational Satisfaction among Independent Salon Hairdressers: Focusing on the Role of Job Utilization

This study aims to analyze the effects of OTT-based online education characteristics on job utilization and educational satisfaction among hairdressers working in individual salons, and to empirically examine how online-based education influences their educational experiences. To achieve this purpose, OTT education characteristics, job utilization, and educational satisfaction were set as the main variables, and a survey was conducted. The collected data were analyzed using statistical methods. The results showed that OTT education characteristics had significant effects on both job utilization and educational satisfaction. Job utilization was also found to have a significant effect on educational satisfaction and to partially mediate the relationship between OTT education characteristics and educational satisfaction. These findings indicate that OTT-based educational content can enhance educational satisfaction when it is actively utilized in actual job performance rather than remaining at the level of simple content consumption.This study is meaningful in that it empirically examines the relationships among OTT education characteristics, job utilization, and educational satisfaction among hairdressers working in individual salons. The findings are expected to provide basic data for the design and operation of online educational content in the field of beauty vocational education.