4.7 Article

Evaluating the Effectiveness of Digital Content Marketing Under Mixed Reality Training Platform on the Online Purchase Intention

期刊

FRONTIERS IN PSYCHOLOGY
卷 13, 期 -, 页码 -

出版社

FRONTIERS MEDIA SA
DOI: 10.3389/fpsyg.2022.881019

关键词

digital content marketing; social media marketing; marketing; customer engagement; structural equation modeling; customer loyalty; mixed reality

资金

  1. School of Science and Technology, Hong Kong Metropolitan University, Hong Kong SAR, China
  2. Division of Business and Hospitality Management, College of Professional and Continuing Education, The Hong Kong Polytechnic University, Hong Kong SAR, China
  3. Research Grants Council of the Hong Kong Special Administrative Region, China
  4. Hong Kong Metropolitan University [R7016, 2020/3003]

向作者/读者索取更多资源

The purpose of this study is to investigate the effectiveness of digital content marketing on online purchase intention in a mixed reality training platform environment through social media. The results indicate that digital content marketing plays a critical role in stimulating both immediate and long-term online purchase intention.
The purpose of this research is to investigate the effectiveness of Digital Content Marketing (DCM) on a Mixed Reality (MR) training platform environment with the consideration of online purchase intention (OPI) through social media. E-commerce today encounters several common issues that cause customers to have reservations to purchase online. With the absence of physical contact points, customers often perceive more risks when making purchase decisions. Furthermore, online retailers often find it hard to engage customers and develop long-term relationships. In this research, a Structural Equation Model (SEM) is proposed to examine the efficacy of DCM from both immediate and long-term OPI. The results examine whether adopting DCM on an MR training platform environment through social media brings positive results in OPI. Empirical research was carried out through online questionnaires collected in 2021 and 2022. A total of 374 questionnaires were qualified for data analysis in this study, conducted with IBM SPSS and AMOS. The results imply that DCM is critical to stimulating both immediate and long-term OPI. The immediate OPI is positively affected by increasing perceived value through MR in DCM. Regarding the long-term OPI, increased customer engagement with DCM under MR environment can cultivate brand trust and significantly affect the long-term OPI.

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