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. 2022 Jun 30:13:881019.
doi: 10.3389/fpsyg.2022.881019. eCollection 2022.

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

C H Li  1 , O L K Chan  2 , Y T Chow  2 , Xiangying Zhang  3 , P S Tong  4 , S P Li  5 , H Y Ng  5 , K L Keung  5
Affiliations

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

C H Li et al. Front Psychol. .

Abstract

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.

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

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Conflict of interest statement

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Figures

Figure 1
Figure 1
A conceptual framework of digital marketing.
Figure 2
Figure 2
Conceptual model: digital content marketing (DCM).
Figure 3
Figure 3
Structural Equation Model (SEM) result. ***< 0.01.
See this image and copyright information in PMC

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